I remember a seminar I attended several years ago. The speaker began by saying "how many here in this room can tell another what you do in under 30 seconds?" Almost no one raised their hands. There must have been 300 people in that room and yet only a dozen said they were able to tell others what they did in under 30 seconds.
So, now I'll ask you. Can YOU tell folks what you do and who you are in under 30 seconds? Imagine you are in line at the grocery store. The person in front you comments on something in your basket. A conversation begins to develop. You're now asked "so hey, what do you do?".
Think of t.v. and radio. Commercials are 30 seconds. There's a reason for this. When you're asked what you do, consider this to be your chance for a 30 second all inclusive commercial. If you can't tell someone what you do in under 30 seconds, it's time to rethink your commercial.
If you're thinking "but my situation is different, I can't possibly tell someone what I do in under 30 seconds" consider why every brand imaginable can do a 30 second commercial regardless of what they're selling. Think about how you can repackage your commercial to let others know what you do.
I like people in general. I'm happy to give a 30 second commercial and then say "wow this has been nice, want to meet for coffee?" Some folks will say yes, some will say no. Some yes's might turn into business for me, some might lead to a wonderful friendship.
Play around with how you can make the most of your 30 seconds. See if you can do what major brands do, get folks interested in just 30 seconds.