In pitching as well as marketing, the message has to be oriented to the audience and to what they are interested in hearing about. We have all seen Rock Star CEO’s whose companies are an extension of their personalities and while that could be good during that CEO’s tenure, even for those large companies, it is not sustainable over the long run.
In fact, in Jim Collin’s book “Good To Great”, he develops his idea of Level 5 Leadership in which the CEO channels her identity and ego into the success of the company. This is proven by the fact that the CEO’s of several of the Great companies are people we have never heard of before.
For startups, this is ever more important. The experience of the team is supreme but not for the hype of the personalities. It’s more for the experience of navigating through the minefield that every startup faces.
Which takes us back to messaging. Your pitch has to be about communicating the value you provide to a large and growing market and how you can provide a return to your investors. You marketing message has to be about communicating that value to your customer.
Blogging Gazelle is published daily by Shawn Carson