How do you find your one-liner?

Wondering what strategies you have when finding your one-liner. I always thought that's one of the most overlooked parts of defining your product. Like, if that's not clear, your whole case is lost. Seems to me that there are two levels to this. First, making sure people understand what your product does. Then, actually making it exciting. Many products seems to nail the first part, they describe what they are or what they do. But the second part I feel in most cases falls flat. I just went through buildspace and Farza had an amazing lecture about this. I was mind-blown and a bit scared when I realized how much difference one word makes. Are there any tips or angles that you use for creating a clear, exciting one-liner?