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The change that starts your pitch cannot be a change that you are bringing about, that you want to bring about, or that you think should be brought about.
Rather, it is a change that has demonstrably already happened (or demonstrably happening and unstoppable). It is not the result of your company, product, or idea.
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When you’re swimming in relevant changes, you have two choices: (1) choose the one that best meets the criteria above, or (2) craft a master change statement that captures all of them under one umbrella.
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The change must create new winners and losers. If it doesn’t, your audience is probably justified in preferring the status quo to whatever you’re pitching.
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Declare a discrete change—a 0-to-1 disruption—even if it feels like you’re exaggerating.
This works because your finality pries open audiences’ minds to the possibility that the rules of the game have changed in a fundamental, permanent way.
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How do you know you’ve nailed this critical element of your story for sales, fundraising and leadership?
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The hard part about flouting convention, of course, is doing so while simultaneously satisfying the previous criterion—making the case that the change has already happened in a way that sparks recognition.
In this sense, naming the change is an act of journalism. Great journalists look for ...
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Every person who speaks on behalf of your company or sells your product should deliver the same logline. Consistent loglines are memorable and repeatable.
If you are unable at first to communicate your pitch, be patient. Once you master the logline, it will be easy to clarify y...
Time is precious, so it pays to hook the audience with the main idea and give them a strong reason to continue listening. Your colleagues may be already overwhelmed with deadlines and demands made by others and will appreciate your clarity and brevity.
Delivering a new ide...
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