If you want to start a business or launch a new project, you need to be able to describe your effort in four words.

If you write a longer story, the door cracks open to ambiguity; you can start to hedge your bets, get vague or abstract. Stick with four. It means you must identify a subject, an object, a verb and maybe one descriptor or refining notion.

Here's my take on a few well-known companies:
• Pinterest: Organize everything you love.
• Facebook: Hear from your friends.
• Google: Easily find useful information.

James Buckhouse.