The 11 Second Elevator Pitch

Do you have an 11-second elevator pitch?

Here's a few examples:

Franklin Jones Corp. is a buyer and reseller of medical equipment used in pain management and minimally invasive procedures when a live x-ray image is required by the doctor.  

ZEG-IT Media is a marketing firm for small businesses and startups that performs essential marketing functions at a fraction of the cost of hiring full-time market staff.

It something you be using EVERY TIME you tell people what you do.  If it takes longer than 11 seconds, you need to rethink it.