The Perfect Pitch

The first course of my Social Impact Strategy executive program at The University of Pennsylvania is wrapping up this week. We have studied a host of tools, many of which I used intuitively in various corporate roles over the years. I’ve enjoyed breaking them down and learning more about the methodology. Here are some of my favorites: the Logic Model (or Theory of Change), Risk Analysis, Competitive Matrix, Portfolio Analysis, and Balanced Scorecard. I have been struck by how the fundamentals of building a successful social enterprise are quite similar to building any successful entrepreneurial enterprise.

The last module of this course focused on ‘perfecting your pitch.’ We reviewed some of the fundamental questions to answer when crafting a pitch:

• Who are you: What qualifies you to do this? How are you connected?

• What you do: Whose pain are you solving?? What’s special about the way you do it?

• Why we should care: What kind of results do you have? How does this affect me?

Here’s a simple and effective pitch formula:

• Identify the pain point

• Propose a solution that’s better

• Show that it will stand out in the market

• Make the case that customers demand it

• Convince that you are ready to make it happen

The story-telling aspect of creating a successful pitch cannot be underestimated. Facts alone won’t cut it, and, when you are talking about organizations and programs that are changing people’s lives or improving society, the stories are incredibly compelling.

I’m meeting people in this program who are making a tremendous impact around the world – running nonprofits, social enterprises, or just hatching their ideas. A common recurring theme in our discussions is a need for sharper communications. It takes time and effort to get this piece right and to communicate in ways that empower the communities being served. How we tell these stories matters.

Perfecting our pitch is both an art and a science. In the world of social impact, it’s an essential ingredient for inspiring and motivating others to join us in driving change.