Most people who pitch – a product, a service – will jump to their solution. They will share what features they have built, the technology they developed, or their awesome customer success.
Some people who pitch know to focus not on the features but the benefits of their product or service. They speak to how their business can help others get more, save time, spend less, or be happier.
But only a subset of people know that the true secret to effective pitching is starting with the problem. They know that many people don’t have clarity over their own problems, and that clearly describing a problem can buy more trust in a pitch than describing a solution’s features or its benefits.
Pitch the problem, not the solution.
