There is only one pitch.

  1. This is who we are.
  2. This is what we do.
  3. And we’re good at it.
  4. We have a challenge, born of opportunity.
  5. If we seize it, magic happens.
  6. Which benefits us all.
  7. We’re almost there.
  8. This is what we need.
  9. And together we can make it happen, starting here.

Pitch, distilled.

Have you used this framework in a pitch? Let us know how in the comments!

17 Responses to “Identity. Argument. Ask.”

  1. Martin ryan Says:

    I once heard from a very wise man that one should always mention what you have already done/accomplished before you describe what it is you need. A new number 7 perhaps!?


  2. Bridget Says:

    9. And at the end of the day, this is what will change, and be improved

    Another wise woman coined the “Van Rotterdam Question” around here:

    To what end? aka TWE (pronounced: twee)

  3. openmatt Says:

    This is fantastic. Love it!

    Point #4 strikes me as the pivotal element, in some ways…

    One mentor of mine used to always tackle that one in terms of:

    a) “What’s going well / where we’re kicking ass / doing awesome: _____________”.
    b) “But the CHALLENGE or what’s not going so well is: ________________.”
    c) “And so the OPPORTUNITY is: _______________.”

    I like it because it starts with positive affirmation, then leads to a frank identification with pain / challenge — but then immediately frames that pain or challenge in terms of opportunity.

  4. Gregor Says:

    sorry it has taken me a while to post… just as everyone else, I really like it. the concluding tagline is a particular favourite.

    the only thing that I might add has to do with its immediacy.

    although it is implied, one word that doesn’t get used is ‘now’. I don’t want to be sounding cliched (or indeed suggest something that would mess with the cadence) but, for example, something along the lines of “starting here, right now” may give it a little more urgency. it may also counterbalance the aforementioned strong tagline; distillation is usually a gradual or even passive process. so without a clearly defined, anti-complacency qualifier there is the potential that the entire concept becomes somewhat diminished.

    makes sense? or splitting hairs?

  5. PrMn Says:

    7. We have a challenge, born of opportunity.

    I’m tempted to put it the other way round.

    • Geoffrey Says:

      Interesting twist. In the current structure the challenge is what needs to be solved by us to realize the opportunity. In your phrasing the challenge becomes the opportunity; the market problem we can solve. Dumps the issue of our challenge onto ‘this is what we need’. Makes it more than just a resourcing line.

  6. Anonymous Says:

    Here’s what I got.

    Here’s what it will do for you.

    Hete’s what I want you to do next.

    Pitch in a pinch, (i) inspired by Frank Kern

  7. Geoffrey Says:

    Wondering if the above is inclusive enough of the funder’s interests. If it brings them into the narrative. Going to ponder.

    • Martin Ryan Says:

      Here is my reaction to your question…

      8. This is why we need you.
      9. And this is what we’ll do together, starting here.


      • Geoffrey Says:

        Good tweaks. Wondering if it’s still universal or if it becomes tailored to a specific type of relationship. And is that a bad thing? Are those relationships the right ones and therefore what should be baked into the narrative?

      • Martin Ryan Says:

        Well that is how I remember you presenting this initially. This is not positioning, it is a scaffold upon which you can build the specific language needed to engage the right people for the right purpose.

  8. Geoffrey Says:

    Made a fairly significant remix of it. Struck me that the framing was transactional: this is what we need from you. Funding / sales is about building mutually beneficial relationships. About moving away from the transaction. I’ve changed 8 and 9 to have more of a shared quest / joint venture feel to it. Thoughts?

  9. Geoffrey Says:

    Updated 7, 8, and 9. Thoughts?

  10. Kirk Says:

    I like the idea of using the work ‘now’ in a pitch, and the points made by openmatt #3.

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