There are so many wonderful things to say about your idea. all the problems it solves, all the things it can do, all the thought you have put in to make it perfect.

In the middle of the “and also, and also, and also, and also” the audience gets bored and wonders what it actually boils down to. In 99% of pitches I have designed, there is one original idea that is more important than all the other features.

Design your presentation around this. When describing the problem (always easier to do than selling the solution), focus on the most important issue. When presenting the solution, hammer in that one crucial innovation. After that is done, you can mention other elements of your story as a “by the way”. But, watch out not to get carried away here.

Prioritising that one big idea out of all your smaller ideas is not a matter of diluting things with generic terms: “we deliver ROI”. It should be highly specific.