Startups that are pitching to venture capitalists for funding often start off with a barrage of product benefits, the great qualifications of the team, and the remarkable patent that you secured for the entire world (well, excluding Japan, but that is not a really important market anyway, and we have a way around this black spot on the globe through working with a great distributor we know there who happened to be my room mate while I studied biology, molecular biology to be more precise, in Oxford).
Pause, rewind.
What is it that your company does? "Aah, now I understand more or less in what part of the world I am in." And your audience is ready to put the rest of your messages in context.

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