It is hard to put your pitch at the right level. I often see two types of mistakes:

  • Far too small: an entrepreneur pitches a device or a product without putting it in an overall context of where humanity is going. (I.e. a device that can help old people without talking about the greying of many Western societies).
  • Far too big: millennials, online video, global warming, mobile devices, the gig economy, Moore's law, everything gets put in the first 20 minutes of the pitch to show what a huge opportunity this product is, being at the centre of all these seismic changes in the world

The best pitch is somewhere in the middle.

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