{"id":23152,"date":"2015-09-10T05:00:17","date_gmt":"2015-09-10T11:00:17","guid":{"rendered":"https:\/\/tested-neuron.flywheelsites.com\/?p=23152"},"modified":"2015-09-09T15:14:06","modified_gmt":"2015-09-09T21:14:06","slug":"are-global-forces-backing-your-investment-pitch","status":"publish","type":"post","link":"https:\/\/unreasonablegroup.com\/articles\/are-global-forces-backing-your-investment-pitch\/","title":{"rendered":"Are Global Forces Backing Your Investment Pitch?"},"content":{"rendered":"

This is Marc Stoiber’s second story in his series on crafting a more effective investment pitch. You\u2019ll find the first one here<\/a>. <\/em><\/p>\n

\n

You would be forgiven for thinking the average person making an investment pitch is living in a bubble. <\/p>\n

Most pitches don\u2019t unpack the \u2018why\u2019 of their mission or vision. Either you accept them, or (more likely) you don\u2019t.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

True, she has a solid grasp of what her company does and what it\u2019s going to do in the foreseeable future. In business parlance, this means the mission and vision. But she has no way of explaining how she got to those answers. Or at least she didn\u2019t tell us in the pitch. <\/p>\n

If your business is going to succeed, it isn\u2019t simply because you have a damn good product. It\u2019s also because global forces are aligning to make your success inevitable. <\/p>\n

Most start-up executives intuitively sense these forces at work when they\u2019re honing their business idea. Unfortunately, when they\u2019re standing in front of prospective investors, they can\u2019t paint the big picture\u2014and their pitch suffers because of it. <\/p>\n

Help investors understand why<\/h2>\n

John McDonald<\/a> is a strategist who has spent years helping companies create investor-centric strategies. <\/p>\n

If investors don\u2019t understand the forces at play that influenced the vision, they don\u2019t get that sense of inevitable success.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

He understands that any successful investor pitch envisions a changing world that the pitching company will either help shape or take advantage of. It\u2019s the phenomenon that makes great products feel so perfectly \u2018right place right time\u2019. <\/p>\n

However, if investors don\u2019t understand the forces at play that influenced the vision, they don\u2019t get that sense of inevitable success. They just see another product. It\u2019s vital that the person making the pitch be able to lay out the global forces for them.<\/p>\n

In a speech<\/a> my company helped craft for John, he tells the story of two Chinese property developers. Both had terrific projects. But only one succeeded. Why? <\/p>\n

As John describes it, only one developer took the time to analyze how the world was moving around his project. He saw that workers couldn\u2019t afford to live in the nearest city, and thus they needed affordable housing somewhere nearby. He also understood that the government was running a high-speed rail line to this city through a vast tract of undeveloped property. Therefore, the concept of \u2018nearby housing\u2019 shifted dramatically\u2014workers could live much farther away from the city and still commute via high-speed train. <\/p>\n

Global forces are what make a product feel \u2018right place, right time\u2019.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

The result? He built his development on inexpensive land far from the city, but he still managed to attract buyers who knew it was an easy commute. His development flourished. <\/p>\n

Any investor hearing a pitch for a development on a piece of land far from the city would take a dim view. But if you unpack the global forces\u2014the burgeoning need for cheap housing and the high-speed rail line\u2014suddenly you see a project destined for success. <\/p>\n

Give investors a vision they can participate in<\/h2>\n

Describing a product to investors is a fait accompli. Either they like it, or they don\u2019t. It\u2019s a beauty pageant, and most people don\u2019t win in a beauty pageant. <\/p>\n

Turn investors into co-collaborators, brainstorming with you, by mapping out the global forces behind your product.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

But describe the global forces that helped shape your vision for that product, and investors suddenly feel themselves transported to the workshop, brainstorming with you. You\u2019ve captured their imagination and engaged them in the process of creating the next great \u2018right place, right time\u2019 product. <\/p>\n

If they critique your product, it will more likely be suggesting tweaks\u2014not simply the \u2018no\u2019 most contestants get in a beauty pageant. <\/p>\n

A nice by-product of the process is that the investor internalizes the global forces information you present. It gets them thinking about the forces at play in the world and how those forces will influence them personally. <\/p>\n

In one fell swoop, you\u2019ve managed to associate yourself with a very big, very compelling picture. <\/p>\n

How to express the global forces<\/h2>\n

In reality, having a sense of the global forces influencing your vision, and expressing those forces in a way that people understand, can be tricky. <\/p>\n

I find it helpful to scan trend-hunting sites (many of which map out trends for specific sectors) to get a sense of how to encapsulate a global force in language that is both easy to understand and captivating to express. <\/p>\n

Start your pitch with global forces, and you\u2019ll get investors leaning in.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

It\u2019s also helpful to brainstorm around global forces with your company team. You all probably intuitively \u2018get\u2019 the global forces influencing your company\u2014now it\u2019s time to get it out of your heads and onto paper. <\/p>\n

Do this properly, and your pitch will kick off with a fascinating story about global forces at play in your industry\u2014big picture stuff that will get investors leaning in. <\/p>\n

Then, all you have to do is thread the needle and tell them how your product is simply the inevitable result of those forces. Investment success, like your product, will become much more inevitable. <\/p>\n

\n

Marc Stoiber is a brand consultant, author, speaker, marketing professor and founder of Your Ultimate Speech<\/a> and Incomm<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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