Find your one question that emotionally connects with someone's pain point for when you meet a prospect or when someone asks you what you do. This takes time to find out and you need to use every interaction as an opportunity to test it and to gauge the reception.

Here are some great examples:

• Do you have trouble getting your sales team to enter data into your CRM (ecquire)
• Wouldn't it be great if you could stream all the music on earth to your sound system (sonos)
• Don't you hate expense reports? (Expensify)
• You ever feel like you need great advice from an expert? (clarity.fm)