It’s a pretty simple set of questions. As professionals (and organizations), it seems like we ought to have thought about this before.
The first question (what do you do?) can be answered in a very straightforward way (a trucking company, a roofing company, a risk advisor).
The second question (why does it matter?) is where it gets a little trickier. Why do you matter to: 1) your clients, 2) your employees, 3) your community?