How to Pitch Anything. From Startups to Investors to Ideas at Your Company
(3 minutes to change messaging and sales at your company)
Every pitch starts the same way:
“The global sneaker market is worth $75 billion, yet this fragmented industry…”
And just like that, people tune out.
They daydream.
They think about the 5 million other things they have going.
The deal is probably shot right there.
Here’s the problem.
You started with your story.
Your stats.
What you’re working on.
It’s about you.
But here’s the truth…
The person you're pitching is already the hero in their own story.
They show up to work every day trying to achieve their goals… they want to know how you fit into their plans. We’re trying to wow them with an eye-popping statistic, as if they’ve never seen one like it before.
Eyes drop to the table… and it’s over.
Solution: Involve them from the first word.
Start with:
“Together, we’re going to reinvent the sneaker industry.”
“You and me… we’re going to help 100,000 people escape the 9 to 5.”
“We are going to make building a startup in San Diego effortless.”
That simple shift - we, together, us - changes everything.
Now they’re in the story.
Now they’re curious, not cautious.
Now they’re leaning in, not leaning back.
You didn't pitch them.
You enlisted them.
Their mind, instead of wandering, is… wondering.
Can we do this?
How could we do this?
What might this look like?
You’ve done the most magical thing you can do in sales… you've sparked curiosity.
You’ve ignited their imagination… by including them. It’s so simple.
The best in the history of sales have done this naturally.
When Steve Jobs introduced the iPod, he didn’t open with:
“The MP3 player market is fragmented, yet it’s a multi-billion-dollar industry with key players such as...”
Instead, he said:
“1,000 songs in your pocket.”
That’s not a stat, that’s a vision.
And it's you holding it.
You are the subject of this story… The songs are in my pocket.
Your mind races with excitement… How would this impact my life?
When Patagonia says:
“We’re in business to save our home planet.”
It’s not about winter coats anymore.
It’s about your role in a bigger mission.
Ok… I’m in.
Slack didn’t say:
“We built enterprise messaging software, because current solutions lack the key capability of....”
They said:
“Slack makes work life simpler, more pleasant, and more productive.”
No product spec.
Just a better version of your life.
Stats and specs don’t spark fantasy (say that 5 times fast and Billy Mays will appear behind you).
All messaging in presentations, ads and websites should shift the focus to them, not you.
The main message at ValidatorAI.com should say:
“Is my idea any good? Find out!”
It should NOT say:
“Our AI, Val, has helped 200,000 curious entrepreneurs by utilizing real-time market analysis…”
Now isn’t the time to show stats.
It’s about clearly communicating how you are going to materially impact / change / help the life of the person you are talking to.
This is an intimate 1:1 encounter (sales). You’re talking to a human being who has agreed to spend a few precious seconds with you.
Make it about them, not you, so they can decide to dig in further or move on.
This works because we’re wired to pay attention to things about us.
Start with we and their brain pays attention.
Start with I and they’re already gone.
Years ago, I presented a grand vision for the collectibles market to a group of VCs.
The plan and my expertise were aligned - but I made the presentation about the market, and me. I never included them.
It’s sad, really, looking back at it.
For some reason, we think we need to show a statistic to draw people in.
All we need to do is involve the other person in the journey.
There’s a reason Tolkien didn’t keep Frodo by himself.
It’s no fun to go alone, or to even hear about someone going alone.
Everyone is looking for a guide.
It’s more impactful when we go together.
A great presentation opening creates a question that must be answered, and your recipient’s brain will start spinning in an attempt to answer before you even get there:
“We’re going to rethink how startups are built.”
Now they have to hear how.
“We’re going to change the lives of every villager in this African region.”
Wait. How? With what?
Most people spend 15 minutes talking at their audience.
Then… maybe… they try to involve them at the end.
Flip that.
Start with them.
Start with a bold, shared mission. Make the story theirs from word one.
“Together, we’re going to fix how X works.”
“You and I are going to flip the table on Y.”
“You and I are going to kill the way Z has always been done.”
That’s the kind of pitch people want to hear, because now, they're in it.
Put them in the story.
Every pitch starts the same way:
“The global sneaker market is worth $75 billion, yet this fragmented industry…”
And just like that, people tune out.
They daydream.
They think about the 5 million other things they have going.
The deal is probably shot right there.
Here’s the problem.
You started with your story.
Your stats.
What you’re working on.
It’s about you.
But here’s the truth…
The person you're pitching is already the hero in their own story.
They show up to work every day trying to achieve their goals… they want to know how you fit into their plans. We’re trying to wow them with an eye-popping statistic, as if they’ve never seen one like it before.
Eyes drop to the table… and it’s over.
Solution: Involve them from the first word.
Start with:
“Together, we’re going to reinvent the sneaker industry.”
“You and me… we’re going to help 100,000 people escape the 9 to 5.”
“We are going to make building a startup in San Diego effortless.”
That simple shift - we, together, us - changes everything.
Now they’re in the story.
Now they’re curious, not cautious.
Now they’re leaning in, not leaning back.
You didn't pitch them.
You enlisted them.
Their mind, instead of wandering, is… wondering.
Can we do this?
How could we do this?
What might this look like?
You’ve done the most magical thing you can do in sales… you've sparked curiosity.
You’ve ignited their imagination… by including them. It’s so simple.
The best in the history of sales have done this naturally.
When Steve Jobs introduced the iPod, he didn’t open with:
“The MP3 player market is fragmented, yet it’s a multi-billion-dollar industry with key players such as...”
Instead, he said:
“1,000 songs in your pocket.”
That’s not a stat, that’s a vision.
And it's you holding it.
You are the subject of this story… The songs are in my pocket.
Your mind races with excitement… How would this impact my life?
When Patagonia says:
“We’re in business to save our home planet.”
It’s not about winter coats anymore.
It’s about your role in a bigger mission.
Ok… I’m in.
Slack didn’t say:
“We built enterprise messaging software, because current solutions lack the key capability of....”
They said:
“Slack makes work life simpler, more pleasant, and more productive.”
No product spec.
Just a better version of your life.
Stats and specs don’t spark fantasy (say that 5 times fast and Billy Mays will appear behind you).
All messaging in presentations, ads and websites should shift the focus to them, not you.
The main message at ValidatorAI.com should say:
“Is my idea any good? Find out!”
It should NOT say:
“Our AI, Val, has helped 200,000 curious entrepreneurs by utilizing real-time market analysis…”
Now isn’t the time to show stats.
It’s about clearly communicating how you are going to materially impact / change / help the life of the person you are talking to.
This is an intimate 1:1 encounter (sales). You’re talking to a human being who has agreed to spend a few precious seconds with you.
Make it about them, not you, so they can decide to dig in further or move on.
This works because we’re wired to pay attention to things about us.
Start with we and their brain pays attention.
Start with I and they’re already gone.
Years ago, I presented a grand vision for the collectibles market to a group of VCs.
The plan and my expertise were aligned - but I made the presentation about the market, and me. I never included them.
It’s sad, really, looking back at it.
For some reason, we think we need to show a statistic to draw people in.
All we need to do is involve the other person in the journey.
There’s a reason Tolkien didn’t keep Frodo by himself.
It’s no fun to go alone, or to even hear about someone going alone.
Everyone is looking for a guide.
It’s more impactful when we go together.
A great presentation opening creates a question that must be answered, and your recipient’s brain will start spinning in an attempt to answer before you even get there:
“We’re going to rethink how startups are built.”
Now they have to hear how.
“We’re going to change the lives of every villager in this African region.”
Wait. How? With what?
Most people spend 15 minutes talking at their audience.
Then… maybe… they try to involve them at the end.
Flip that.
Start with them.
Start with a bold, shared mission. Make the story theirs from word one.
“Together, we’re going to fix how X works.”
“You and I are going to flip the table on Y.”
“You and I are going to kill the way Z has always been done.”
That’s the kind of pitch people want to hear, because now, they're in it.
Put them in the story.
