How to structure a pitch to win a decision

You see how the job of winning a decision changes your proof, your ask and your ending when you cut a talk into a pitch.

A pitch exists to win a decision. Someone in the room controls money, a slot or a yes, and you want it. Investors, panels and partners weigh you and the company along with the idea. So a pitch carries proof the other cuts do without, and it carries that proof early. Traction, numbers and credible partners earn more room here than anywhere else.

Every pitch names its ask, and the ask takes one of two forms. When a decision happens in or near the room, you close, and the ask is the decision itself, the vote, the cheque or the yes. In a first meeting or online, you often advance, and the ask is the next step, such as opening the data room, taking the meeting or booking the call. A pitch that leaves the ask implied leaves everyone unsure what to do.

Three things shift when you cut a pitch from your Source Talk. You add the ask, close or advance. You bring traction forward. You end on the decision. The job of winning a decision restructures the proof, the frame and the close.

Key ideas.

A pitch exists to win a decision, so it carries proof other talks do without and brings traction, numbers and credible partners forward.
A pitch ask either closes, asking for the vote, the cheque or the yes, or advances, asking for a next step such as the data room.
A pitch that leaves its ask implied leaves the room unsure what to do with their hands.
To cut a pitch from a Source Talk, add a close or advance ask, bring traction forward, and end on the decision.

Questions.

What should the ask be in a pitch?

The ask depends on whether you are there to close or to advance. When the decision happens in or near the room, ask for the decision itself, the vote, the cheque or the yes. In a first meeting or online, ask for the next step, such as opening the data room, taking the meeting or booking the call. Name the ask either way.

When should you show traction in a pitch?

Show traction early. A pitch carries proof the other kinds of talk can do without, and it carries that proof up front, because investors and panels weigh you and the company along with the idea. Traction, numbers and credible partners earn more room in a pitch than in any other cut of the same story.

How is a pitch different from other kinds of talk?

A pitch exists to win a decision, and that job reshapes the talk. It carries heavy proof early, names a clear ask to close or advance, and ends on the decision. A keynote frames a moment, a TED-style talk spreads an idea and a speech marks an occasion, and each of those carries lighter proof.

Lesson 6.2 of From Story to Stage, a free written course by Aaron C. Leaman, published by Brighter Future. The terms it uses are defined in the glossary.