By Kathryn Keefer
It can be hard for most people to remember raw data and cold facts. It is much easier to remember how something made them feel. This is what makes storytelling such a powerful tool in pitching. Powerful storytelling can make a business model meaningful and technical concepts feel relatable. A good story that expresses why you built this, what sparked the idea, and what moments made the problem feel real, hooks people early and helps them understand your motivation and mission.
A great story utilizes tension and resolution to keep the audience invested. To keep your audience emotionally engaged and not just passively listening, it is important to identify the challenge in the story and then clearly demonstrate your solution. However, storytelling always needs balance. There needs to be substance to the emotion in the story. Finding the perfect blend of narrative and numbers, story with logic, creates both an informative and engaging pitch. Storytelling can serve as a strong backbone to your pitch, giving the technical details structure, meaning, and memorability.
An example of a simple framework for building a narrative is:
Problem → Insight → Solution → Impact → Future Vision
You can start with a high-impact client experience or a real-world scenario that grabs the audience’s attention immediately. Then explain the insight of this problem that led to your solution, the epiphany that sparked the motivation behind the business. It is important to explain what your startup offers, highlight the successes you’re already seeing, and paint a picture of what lies ahead.
Real life examples and client narratives bring your story to life. This helps illustrate to the audience both what you do and why it matters. When your story aligns with your mission and goals, it creates a sense of purpose that resonates with an audience beyond just your initial pitch.