Elevator pitches will always be important. Growing a business requires that a business owner first communicate to others that their business exists. To maximize the probability that these interactions lead to long-term customer relationships, the business owner has to second clearly communicate how what he/she does adds value to the customer. Being able to communicate in 30 seconds why you created a solution that uniquely solves a problem for a prospective customer is the perfect way to accomplish the two tasks necessary to grow a business.