1. Problem / Promise / Proof
in Pitch Coaching
Carla Brown, Press the Go Button
2. Today: Tools
Message clarity is our first
priority.
If you’d like info on research &
delivery phases, let’s chat after.
3. How I Do Pitch Coaching & Product Messaging
Innovation Engineering
transforms innovation from a
random art to a reliable system.
It delivers increased speed (up
to 6x) and decreased risk (30 to
80%).
4. Meaningfully Unique
Meaningfully
How it solves a real person’s problem
Unique
Why your venture is different
Because if you are not meaningfully
unique, you better be cheap
5. Blue Card
Tell the story of WHY it is VERY
IMPORTANT to focus the energy of your
organization on a specific mission.
It should be so clear that employees
would know what to do if they received
no further direction.
8. A Customer or Audience
• Specific
• What is their current
state of mind /
motivation?
• Why are they worried
about their problem?
Nicolai Berntsen, Unsplash
9. Your Customer or Audience’s Problem
Schlomit Wolf, Unsplash
• Written as a question to
the customer
• “Do you dream about
making a difference in the
world, but don’t know
how to get started?”
• Their BIGGEST or MOST
FREQUENT problem
10. Your Promise
• Directly mirrors the problem
– solves ONE problem
• “Our product will help you
make a difference in the
world by increasing your
ability to get started by
100%.”
• Must have numeric promise
11. Your Proof
• “Kitchen Logic” – how it
works, like a recipe
• Explain HOW you
deliver the promise
• Easy to understand for
people unfamiliar with
your industry
13. Getting Feedback on Your Draft Pitch
Find someone unacquainted with
your pitch & ask them to:
• Circle what they like
• Cross out what they don’t like
• Underline what is unclear
Doug Robichaud, Unsplash
14. Thank you!
I’m happy to coach you with your
next pitch, presentation or product
messaging project!
Carla Brown
Press the Go Button
Pressthegobutton.com
twitter.com/pressgobutton
Hinweis der Redaktion
Use methodology called Innovation Engineering & I am an IE Black Belt. Our goal is to help an organization’s leadership have vision clarity, then work with the whole team to set up an innovation pipeline.
The goal of Innovation Engineering is to get meaningfully unique products to market faster. We have shown we can increase speed to market by six times.
In a minute, I’m going to ask you to write a few sentences for your Blue Card. If you are the leadership of that organization, you can actually decide this. If not, imagine you are the leadership of your organization and what you would set as the mission.
This should be – if we don’t work on this, we won’t exist in a few years. Or if we work on this, we will be the most amazing company or non-profit in our field.
So for example, in the narrative of Press the Go Button, the mission is to give our clients the tools to do the right thing for their companies, to fulfill their mission in unexpected ways. Our tools mitigate the risks of doing things differently and our process keeps things clearly on track. So if I start taking clients and just fulfilling whatever they ask for and not helping them to take courageous actions, I would not be fulfilling my mission.
So take a minute to write a few notes about the mission of your venture. Then we’ll pair people up to share what they have.
Innovation Engineering takes you from that blue card mission, to fuzzy ideas, to very clear researched ideas, and prototyping. Before you pitch, you should have completed the first three steps of this process. In a pitch, you are asking for that 95% of the investment that you need to get to Delivery.
There are tools that I use at each of these steps to ensure my clients are creating the most meaningfully unique ideas.
You can have only one Blue Card, but you can have hundreds of Yellow Cards. You can write a new one every day if you want. They are the fuzzy shapes in your pipeline.
Here are the components of the Yellow Card: a customer, their problem, your promise to that customer and your proof.
You can work on these items in any order, but let’s start at the top and see how it goes. You can always go back and refine.
The more specific, the more likely your marketing messages will resonate and you will know where to go find them for marketing.
At this point, you would always check with your customer about whether your problem language resonates and that the problem is their BIGGEST or most FREQUENT.
BIGGEST – a car seat failure – life & death issues
MOST FREQUENT – icky public washrooms – happens every day
We use a very simple customer survey to confirm the problem.
Must solve the actual problem
Must be numeric
Most solve one or at most two problems
How do you make things numeric? Gathering before and after data of usage of your product