Table of Contents

The Rules

T

RULE 1:
There is no one form that is guaranteed to make a great pitch.

RULE 2:
(As much as possible) Know who is in the audience.

RULE 3:
Know what you want from the audience.

RULE 4:
Know what the audience expects from you.

RULE 5:
Start with the standard pitch form, but do not end there.

RULE 6:
Start your pitch with a story.

RULE 7:
Grab your audience’s heart.

RULE 8:
Never let the audience stop to think.

RULE 9:
Do not ask the audience a question.

RULE 10:
Be consistent (in all facts, numbers, units, etc.).

RULE 11:
Each slide needs to have a single purpose.

RULE 12:
Your first pitch deck is just a first draft.

RULE 13:
Remember to make a good first impression. Start strong.

RULE 14:
The opening should be creative, grabbing the audience’s attention.

RULE 15:
Provide a hint that you know what you are talking about.

RULE 16:
Begin by describing a problem and, specifically, whose problem it is.

RULE 17:
Trends convey the importance of a problem.

RULE 18:
Don’t dwell on the problem.

RULE 19:
Avoid leaps of logic.

RULE 20:
Present in “English” rather than jargon.

RULE 21:
If you can present a visual “walk-through,” do it.

RULE 22:
If you have a physical object for “show and tell,” bring it.

RULE 23:
If you are pursuing a big opportunity, flaunt it.

RULE 24:
All organizations need money to operate. Explain your income!

RULE 25:
All companies have competitors.

RULE 26:
Do a thorough job in researching the competition.

RULE 27:
In a competitive matrix, your company is the leftmost column, your competitors are in the other columns, and the features/benefits are in the rows.

RULE 28:
In a competitive matrix, if is important that your company does not appear perfect.

RULE 29:
In a competitive matrix, show only five to seven features/benefits and no more than seven competitors, aggregating them if needed

RULE 30:
If the competitive matrix requires more details, use varying-sized marks, Harvey Balls, or actual values.

RULE 31:
In a magic square, pick two measures and plot the competition such that your company lands in the top-right corner.

RULE 32:
Show how your efforts create a barrier to future competition.

RULE 33:
Present financials as big, simple models that are easy to understand.

RULE 34:
Show off your team, without modesty or boastfulness.

RULE 35:
Every presentation includes an “ask.”

RULE 36:
The pitch is not over on the last slide, but rather after the Q&A.

RULE 37:
Practice your Q&A.

RULE 38:
Write down every question asked.

RULE 39:
Ensure the presentation answers the obvious questions.

RULE 40:
Make sure to address the risks of your plan.

RULE 41:
If pressed for time, skip or shrink a section and provide that information in the allotted Q&A.

RULE 42:
Take control of the close; do not let the last answer linger.

RULE 43:
Less is more. Fewer facts. Fewer words. Better presentation.

RULE 44:
Your presentation needs to stand out. Be a purple cow.

RULE 45:
If you are not excited, the audience won’t care, either.

RULE 46:
Never turn your back on the audience.

RULE 47:
Own the room.

RULE 48:
Scope out the venue.

RULE 49:
Ensure your slides are readable when projected.

RULE 50:
Stick with the black or white text to ensure your slides are legible.

RULE 51:
Design your presentation to be presented to a large room.

RULE 52:
Minimize the wasted space on your slides.

RULE 53:
Use widescreen slides whenever possible.

RULE 54:
No rhetorical questions or any questions that ask the audience to stop and think.

RULE 55:
Don’t tell the audience about themselves.

RULE 56:
No list should have more than seven items.

RULE 57:
Do not read the words off your slides.

RULE 58:
Round all numbers or two to three digits of detail.

RULE 59:
Pick one person on your team to present the whole presentation.

RULE 60:
Supporters should speak only upon request.

RULE 61:
Avoid adding second answers to the Q&A questions.

RULE 62:
Redirect questions to the right member of your team.

RULE 63:
Do not start and end each sentences with the same phrase.

RULE 64:
Entertain the audience.

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