When you analyze the pitching and narrative creation of billion dollar companies, there are a handful of timeless principles that always seem to emerge. Multi-billion dollar VC firm Sequoia lists their ten principles of effective pitching in the article, “Writing a Business Plan from Team Sequoia.” Here Brendan unpacks each item, adding examples from various businesses’ success and from his own book. Not surprisingly, the first principle is defining, very clearly, your company’s purpose.
As we continue down the list, the common theme seems to be specificity. When pitching, you must convey precisely what customers’ problems and needs are, just how your business can provide the solution, and why customers should choose you over your competitors.
Brendan provides good and bad examples of the 10 principles of pitching, so you can hear the difference between a simple message and a vague message, he discusses what change in the world is causing a systemic shift in the global market, and one of the critical mistakes many founders put right at the top of pitches.
Quotes:
“Unique and compelling is important here. Especially if you’re going to be using this kind of narrative where you’re really problem-solution focused. Because there are many people that are often trying to solve similar problems.” ([4:48]-[4:59] | Brendan)
“Most of us default to skepticism, and the easiest answer to any individual investment is ‘No.’ So, people are going to be looking for reasons why the thesis may have holes in it.” ([5:55]-[6:07] | Brendan)
“Everyone has competitors. It’s a complete lack of understanding of the market to say that you do not have competitors.” ([7:11]-[7:18] | Brendan)
“No one expects you to have a crystal ball, and no one expects you to have all the answers.” ([7:43]-[7:46] | Brendan)
Connect with Brendan Dell:
LinkedIn: https://www.linkedin.com/in/brendandell/
YouTube: https://www.youtube.com/c/BrendanDell
Instagram: @thebrendandell
TikTok: @brendandell39
Buy a copy of Brendan’s Book, The 12 Immutable Laws of High-Impact Messaging: https://www.indiebound.org/book/9780578210926
Sequoia’s Pitch Recommendations: https://articles.sequoiacap.com/writing-a-business-plan
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About the Author
Brendan Dell
Brendan Dell is an author and the founder of The Daily Creative. As a freelancer he's worked with clients like Expedia, Cvent, Panasonic, Brother, Windstream and 100+ more to build unignorable tech brands. At The Daily Creative, he shares advice and lessons to help freelancers level up.
