As I prepare to start pitching my own startup (a “PowerPoint killer”) to potential investors I am going through the same process many of my own clients go through. Blinded by my own idea, I am surprised what questions, facial expressions, and other feedback I get when talking to other people. After every discussion I learn more about how to pitch my company.

Every idea has the text book pitch story. It is only by talking to people you find out which elements of the story are obvious/taken for granted (i.e., no need to spend time on them), and which ones are controversial and/or hard to understand.