# New Business Pitching: Skip the Story, Focus on Value
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Chapter 1: Rethinking the Business Pitch
In my experience attending various networking events, pitch competitions, and business gatherings, I've encountered numerous individuals who, upon introduction, launch into elaborate and often lengthy narratives about their enterprises. While they may believe they're making a strong first impression, the truth is that they often leave listeners either intrigued or confused, lost in a maze of jargon and concepts without a clear takeaway. As an entrepreneur, you can elevate your approach by addressing the unspoken questions in your audience’s minds.
Section 1.1: The Misconception of the 'Compelling Story'
Many entrepreneurs think that a captivating personal narrative is the secret to success, drawing in customers and creating brand loyalty. Iconic tales, such as Jeff Bezos starting Amazon from his garage or Richard Branson’s expansions of Virgin, exemplify this approach. However, not every successful business is born from an engaging backstory; many simply emerge from the need to generate income while outperforming competitors. This straightforward truth may lack the glamour of an Instagram-worthy tale, but it’s nonetheless vital.
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Section 1.2: The Core Questions
When audiences first encounter your business—whether online or face-to-face—they tend to have two central questions in mind. Contrary to what you might think, they’re not eager to hear about the origins of your idea. Instead, they want to know:
- What is this product or service?
- How can I (or my company) benefit from it?
At the heart of it, people are inherently self-interested. Whether at a high-profile pitch event or during casual networking, they care less about your story and more about how your offering aligns with their needs. If the first question remains unclear, they may struggle to engage further, not because your narrative lacks charm, but because they can't grasp how your business relates to them.
If you clearly articulate what your product or service is, the second question becomes easier to address. If the answer to the second question is a 'no,' it may feel disappointing, but it’s actually a valuable outcome, as it saves both parties time.
The clearer your response to the first question, the easier the second question will be to answer. When you provide a clear answer to the first question, if the second question results in a 'yes,' it often leads to a more promising opportunity.
You can't dictate the outcome of the second question, but you can ensure that the first question is answered succinctly right from the start. How can you achieve this? By focusing on the tangible results your product or service can deliver, rather than the intricacies of how it works. This approach is what truly captivates.
Chapter 2: Engaging Through Outcomes
The first video, "Creating Your Business Story," emphasizes crafting narratives that resonate with audiences while also highlighting the importance of clarity in business communications.
The second video, "Can You Make a Living at This?" explores the realities of entrepreneurship and the necessity of focusing on practical outcomes over storytelling.