Every story has a few key messages. And a message is not something like “We are a highly flexible, customer-satisfying, and scalable platform, that delivers return on marketing investment.” Things need to be more specific.

For example, you have a company pitch that makes your startup sound like - yet another - social network to the ignorant outsider, and you are not. Rather than making this important point verbally, explaining around the slides, it is better to take the issue head-on: write “We are not a social network” at the top of the slide and design the most powerful visual you can think of to visualize it.

Maybe use 2 charts. One can be incredibly simple: 2 circles, one says ”Social network”, the other “Us”. Then in the next slide (using the same headline) provide factual evidence/explanation why you are not. And factual evidence is not the same as writing a long bullet point: “We are not a social network” (duplicating the headline). You need to list some sort of feature comparison between social networks and your application.

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