Got a question? -> @markpollard
1. Give your idea an interesting name.
2. Write a logline or explanation in as few words possible. Capture the key attributes of the ideas and only include those that combine to make the idea novel, those that are constant, and be specific.
Try it with these: pencil, pen, Kickstarter, Facebook, Darth Vader, coffee, water, Instagram.
Writing is rewriting so rewrite it 10 times - each time tightening it and checking you've captured the most important bits. Check it against other ideas (eg compare your explanation of pencil v pen) to get more specific.