Critical Stories to Pitch Your Company or Product

August 4, 2021
Two people, one with a laptop, conversing outdoors; pink and yellow background.

Every founder, CEO, or sales person has to pitch their company or product, but to their detriment, not all of them bring a story to do so. The pitch is an obvious structure. It’s easy to meet the baseline expectations here. But if you want to be noticed and remembered, inspire people with your vision, prove your passion, paint a picture and ultimately gain champions, storytelling—specifically influential storytelling—is a valuable skill to have in your tool belt.


Three Critical Stories

Every founder, entrepreneur or sales person should prepare at least 3 of these critical stories to include when pitching their company or product. In the course of your pitch, you’ll probably address all of these topics, but having prepared stories for a least a few of them will make loads of difference:


  • How you discovered the problem you solve
  • Why you decided to tackle the problem
  • The scope of the problem you solve
  • Why you (or your team) are uniquely qualified to solve the problem
  • The inspiration for your solution
  • How your product/service makes a difference for your customer or user
  • What you have learned so far


How to Begin


Start with one story at a time. Use a notebook, google doc, index cards, or whatever tool that will help you put some ideas down. Try not to edit yourself while you’re beginning; let yourself include too many details. Once you have a too-long, rough first draft, apply the Super Powers: Keep it Real, Engage Emotion, Invite Curiosity and Pick One Theme. Refine your story by sharing it with someone who will give you feedback. Identify where you want to use it in your pitch process. And then practice and start tackling the rest of the stories.


What are your critical stories? How do you prepare to use them when you pitch?


This article was also published on LinkedIn.

Summary of Takeaways

Data and technical specs provide the logic for a purchase, but stories provide the inspiration and emotional connection that make a pitch memorable. To stand out and gain champions, every founder or salesperson should have at least three of these critical stories ready:



  • Identify the Origin and Purpose: Be prepared to tell the story of how you discovered the problem you solve and why you specifically decided to tackle it. This proves your passion and unique qualifications to lead the solution.
  • Paint a Picture of Impact: Don't just list features; tell a story that illustrates the scope of the problem and how your product/service makes a tangible difference for the user. A well-placed story about the inspiration for your solution can help the audience visualize the "future state" you are offering.
  • Refine Through "Super Powers": To make your stories truly influential, apply four key principles: Keep it Real (authenticity), Engage Emotion, Invite Curiosity, and Pick One Theme. Start with a rough draft, include plenty of detail, and then edit down to the most impactful core message.

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