When you ask a VC what to include in your pitch, she will instantly produce a check list with menu items. But taking this check list and use its components as the chart headings for your pitch deck will make a boring story. Grocery shopping lists have not won Pulitzer prices (yet).

Craft a story that will excite potential investors, then go back to the check list to see whether you covered everything. Even if the she says that the only thing that matters is the check list. VCs are human and want to be surprised, entertained, and intrigued.

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