Learning how to pitch: in six steps from scratch to a two min pitch in less than two hours
Over the last years I often got questions regarding my job… I often hardly even dare to start explaining. It might save me already the first two to three minutes if the question is raised by a fellow humanitarian, since I do not have to explain the term “humanitarianism”. However I always struggle. It’s just that I can not explain my job, my passion and my projects in short pitch kinda way. Speaking or lecturing on this subject is just different, you have more time or an angle to highlight. Elevator pitches, a term someone explained, are however critical for success. To be honest, I have always associated pitches with (successful) kinda sleeky types of entrepreneurs… ready to launch another project to make money or boost some egos.
As you might know, I am working hard to make AidInnov a success; an answer for responsible innovation in aid. Since the ground work has been done, it’s time now to catapult AidInnov into the real world. I had to face the truth: I needed to be able to pitch. Being selected this month as one of eight for the best Humanitarian Innovation Awards in the Netherlands was the best opportunity; since the DCHI offered a pitch training last week as part of the award selection… From nothing to a two minute pitch is less than two hours.
I walked in, ready to listen and learn since I did not had a clue where to start on my own. A great experience it was. Actually it was no rocket science! We analysed a pitch from Elon Musk and applied the structure (apparently a killing structure for pitches) to our own projects. We were given two shots and were filmed on that last shot, that should become THE pitch for the jury award. Hard to believe upon the start of the training, but after two hours I was a happy person, ready to continue applying the structure and lessons taken from this training. In this blog I will share first the 6 steps for successful pitches before sharing my results in the training. So where to start? With the enemy!
Step 1: The Enemy
Failure one, don’t kick off your pitch with talking about your solution, market or yourself. That’s where I went wrong all the times for sure! Instead, if you like to move the audience like Elon does, start with naming the enemy! What is getting in the way of the happiness of the audience or is endangering the world or your market. Paint a picture why the world currently sucks for those listening or your market.
Step 2: The Urgency
Why now? The world is packed with problems, but in order to win the audience (and overcome skepticism) you have to address why it’s time to act or change. Why is the time right, or what is the urgency to tackle the issue right now?
Step 3: The Promised Land
Do not tell HOW you are getting there, but tell the audience what your ‘promised land’ is. Explain it, create the picture of where your solution is heading and how that promised land looks like. Explain that picture of the enemy will be defeated due to your idea, product, service etc.
Step 4: The Obstacles
Now you have explained the promised land, why has it not be done before, why is your solution/product/service/idea not yet there? Being skeptical does not harm, being bolt neither! Lay out what the obstacles are to achieve it, and how your idea, product, service etc will overcome this. That obstacle better be gigantic…
Step 5: The Proof-o-type
Time to win them over with the evidence, all of the above nice and well but show the audience you are not blowing hot air. Get your numbers, testimonials or even better showcase your product or service live.
Step 6: The Need
So your audience is ready, they are excited, know what you are doing, you got the attention. They are with you, the urgency, your proof and all the things of the steps above. Time for the final step: what do you need to get there? What do you ask your audience you are pitching in front of, or what is needed to get there. This can be big and bolt, or small.
Finally, do not forget to thank the audience or have some sort of a closing line (note… in my second pitch as shared below I totally forgot this…)
So having gone through this pitch speed training myself, I had to pitch in front of the camera. I struggled to totally unpack my story during the training. Taking this step by step approach really helped me to get my message across quickly (and yes there is so much more to say…). AidInnov, an answer for more responsible, use-case driven, innovation in aid. I will continue practicing and adapting pitches towards my audiences (private, public, research, entrepreneurs, donors and many more!)
I am looking forward to hear what you think (yes it’s the raw video, not edited whatsoever).
Good luck with taking up the pitching challenge yourself!