How do I explain my startup in twenty seconds?

Lead with who has the problem and what changes afterwards rather than the category, which sounds like everyone else. People remember a situation they recognise, and forget a category within a minute of walking away.

Should I show my product on my phone at an event?

If it is one tap away and works silently, twenty seconds of the product ends the explanation problem entirely. Have it bookmarked rather than searching for it while somebody waits.

What should I leave someone with?

Something on their phone -- a scanned link or a message sent while you were standing there. Everything you said starts decaying immediately, and what survives is what they can open tomorrow when deciding who to follow up with.

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Explaining Your Startup at an Event

August 28, 2026

Somebody asks what you do. You have roughly twenty seconds in a loud room, competing with everything else happening around you.

Most founders answer with a category and a benefit, which is forgettable within a minute of walking away.

Lead with who it is for and what changes

Not the category, which sounds like everyone else. Say who has the problem and what is different afterwards: "founders send a link instead of doing the same demo call forty times".

People remember a situation they recognise. They do not remember a category.

Then show, if you have a phone

Twenty seconds of the product ends the explanation problem entirely.
Have it one tap away -- bookmarked, not searched for while they wait.
Silent, because the room is loud and nobody wants audio.
Short, since you are standing up and somebody is waiting for them.

Give them something after they walk away

The conversation ends and everything you said starts decaying. What survives is whatever is on their phone.

A link they scanned or a message you sent while standing there is worth more than the best explanation, because it is still there tomorrow when they are deciding who to follow up with.

Ask before you explain

Two questions about what they do lets you pick which version of your product to describe, and buys goodwill that a pitch spends.

It also frequently reveals that they are not a prospect at all, which saves both of you the twenty seconds.

Frequently asked questions

How do I explain my startup in twenty seconds?: Lead with who has the problem and what changes afterwards rather than the category, which sounds like everyone else. People remember a situation they recognise, and forget a category within a minute of walking away.
Should I show my product on my phone at an event?: If it is one tap away and works silently, twenty seconds of the product ends the explanation problem entirely. Have it bookmarked rather than searching for it while somebody waits.
What should I leave someone with?: Something on their phone -- a scanned link or a message sent while you were standing there. Everything you said starts decaying immediately, and what survives is what they can open tomorrow when deciding who to follow up with.

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