Advice for founders: When building something you believe in, nobody can sell it better than you

Naivety welcomes innovation and opportunity.

• Share learnings you’ve gained from past jobs that will support you in the business.
• Talk about how you’re associated with your target market and why you’re the perfect person to be building this.
• Selling to customers you understand is a strong advantage.
• Share your story about what led you to founding the business and why it’s meaningful to you.
• Talk with so much enthusiasm for what you’re building that people walk away feeling like they have to be a part of it.

Be open about the challenges you see for your business. Acknowledge what keeps you up at night, but show confidence in your ability to face obstacles head-on. You may be learning as you go, but when it comes to de-risking the business, you need to show clear planning and forethought.

Admit what you don’t know. Understand your own restraints, and be up-front about what skills or expertise you need to develop. Have a plan for how you’ll learn and the strategic hires you need to make.