In the episodes of the Innovantage podcast, its host and Sigli’s CBDO, Max Golikov, usually invites guests to talk about technology and its impact on business. But the topic of the latest episode will resonate with a much broader audience. This time, the focus is on the art and the mastery of pitching to investors. Let’s be honest, when teenagers want to go out late for a Friday evening, they also need to make some kind of a pitch in front of their parents.
To dive into this and entrepreneurship in and of itself, Max joined the podcast Robin De Cock, Professor of Entrepreneurship at Antwerp Management School.
Robin has spent nearly 20 years helping students and business owners develop their ideas. Over time, he noticed that even strong ideas often fail during investor pitches due to poor presentation, which can be frustrating after months of work. This encouraged him to start teaching people how to effectively pitch and sell their ideas. Based on this desire and inspired by the growing body of academic research on pitching, he decided to write his book “Mastering the Pitch”.
For a long time, entrepreneurs were seen as visionaries who could almost predict the future. However, over the past 10 to 15 years, this perception has shifted, especially with the rise of methods like the lean startup.
Today’s entrepreneurs focus more on testing hypotheses, experimenting, and validating ideas with the market in iterative cycles to reduce risk. While vision and risk-taking are still important, there is now a stronger emphasis on evidence-based approaches.
Robin’s book “Mastering the Pitch” is aimed at helping people improve the way they present their ideas. His main goal behind writing this book was to ensure that strong, impactful ideas don’t go unnoticed simply because they were poorly presented. He wanted to support entrepreneurs with insights that are not only practical but also grounded in scientific research.
Unlike many other books on pitching, which are often based on the author’s personal experience, Robin’s approach brings together data from different sources.
The book is built on two key pillars. First, Robin translated complex findings from academic research on pitching into clear insights for a broader audience.
Second, he conducted interviews with entrepreneurs and investors across Europe and the US to understand how academic insights align with real-world practice.
In his book, Robin also addressed several myths about pitching, starting with the idea that there is a magical formula for success. He compared pitching to dating: what works with one investor might not resonate with somebody else.
Another common misconception is the overemphasis on slides. While a visual component is important, Robin explained that successful pitching involves much more. It should also be powered by passion, energy, tone of voice, body language, and team dynamics. Nonverbal elements often play a larger role than words alone in convincing others.
One of the most surprising findings Robin discovered in his research is just how quickly people form impressions. Studies show that within just 150 milliseconds, an audience begins to form an opinion of a speaker. After 30 minutes, people will have a lasting impression of you. This highlights the importance of being yourself from the very start.
Robin emphasized that when you are trying to impress investors, pretending to be someone else is not the best way to do it. Perhaps you will be working with these people for years, therefore, honesty and consistency from the very early stages are essential.
According to one study, people tend to fall into certain “boxes” or behavior patterns during a pitch. One box is called the pushover. It means that people often agree to change even core aspects of their idea to please investors. Nevertheless, standing firm on your core vision while staying open to constructive feedback is crucial for building long-term trust and credibility.
Cultural background plays a significant role in how pitches are delivered and evaluated. Much of the research was conducted in the US. In this country, pitching tends to be bold, direct, and focused on world-changing ideas. In contrast, European investors often look for detailed explanations, early evidence, and proof of concept.
In Asia, the approach is more indirect and relationship-based. Trust must be established before business discussions can move forward, and the process is usually more hierarchical. Decisions often take longer as pitches need to pass through multiple levels of approval.
According to Robin, the role of storytelling in effective pitching can’t be underestimated. Research shows that stories are 22 times more memorable than facts. Stories capture attention, make messages stick, and help audiences connect emotionally with the idea.
Instead of simply listing key elements like the problem, solution, and business model, Robin encourages entrepreneurs to weave these into a narrative. For example, sharing a personal experience that led to discovering a broader market problem can make a pitch far more engaging. But crafting the story is only 50% of the challenge. The other half is delivering it in a compelling and captivating way.
Humor can be a powerful tool in a pitch. In settings where multiple pitches happen in one day, a well-placed joke can help you stand out. Self-deprecating humor, in particular, can enhance authenticity and build trust.
However, there’s a balance to strike. A little humor can enhance your message, but too much can shift focus away from your idea and make the pitch feel unprofessional. The key is to keep humor spontaneous and natural. It could be perfect to use it at the beginning to break the ice.
The effectiveness of humor also depends on your personality and the audience. If humor fits your style and aligns with the general tone, it can work well. However, forced, inappropriate, and excessive jokes can damage credibility.
One of the most common causes of pitch failure is technical glitches, especially with live demos. Robin mentioned the infamous Surface tablet pitch where Microsoft executives struggled with a malfunctioning device. Given this, Robin recommended always testing tech thoroughly and having a plan B.
Another example of failures is Steve Ballmer’s overly enthusiastic pitch, which became more entertaining than convincing. This situation is one more proof that balance is a must.
A common misconception is that a 10-minute pitch will immediately secure funding. In reality, a pitch is just the starting point of a longer relationship-building process with investors. The goal isn’t just to impress them during your short speech, but to open a conversation that leads to follow-up discussions and eventual trust. Ideally, you will be able to reach a stage where investors approach you because your pitch, press coverage, or buzz around your idea makes them curious.
Tailoring your pitch format to the context is crucial. At networking events, a clear and compelling one-minute or even two-sentence pitch can spark meaningful conversations. If you struggle to summarize your startup in a few lines, it may indicate you haven’t yet clarified your core idea. Meanwhile, a full 10-minute pitch should still leave room for dialogue and relationship-building, not just persuasion.
Trust and honesty are essential. Trying to hide flaws or challenges can backfire. Investors are experienced and will uncover the truth eventually.
Finally, doing your homework on investors is key. Each investor has a specific focus, budget range, and strategic interests. When you understand this, you can tailor your pitch to align with their goals.
Moreover, some successful founders also keep investors in the loop with regular updates. This ongoing communication builds familiarity and trust, increasing the likelihood of future investment when the timing is right.
One of the most persistent myths about pitching is the belief that you only get one shot and that it has to be perfect. In reality, very few successful entrepreneurs deliver a flawless pitch the first time. Pitching, like any skill, improves with practice, iteration, and feedback.
Take The Beatles, for example: they played over 1,200 live shows before landing their first record deal. Similarly, Jeff Bezos held around 60 investor meetings before raising Amazon’s first million dollars.
Pitches evolve. The more you present your idea, the more you learn. With time, you can better realize where people lose interest, which questions come up repeatedly, and what truly resonates. That feedback loop is vital. If multiple investors point to the same weakness, it’s a signal to adapt your message or your business model.
Failure is just a part of the process. You can’t succeed without failing along the way.
Robin explained that entrepreneurship is rarely a smooth ride. It is more like a roller coaster filled with highs and lows. The way you interpret those ups and downs can make all the difference.
If the goal is purely to make money as quickly as possible, the pressure can become overwhelming. Every setback feels like a crisis. However, if the journey is seen as a learning process or a chance to grow, experiment, and improve, then failures become valuable lessons rather than crushing defeats.
This perspective applies equally to pitching. Viewing a pitch as a “make-or-break” moment only increases the pressure and anxiety. But if pitching is approached as an opportunity to learn, get feedback, and refine your message, it becomes part of a growth process. The stakes are still high, but the mindset is healthier and more sustainable.
Managing stress before and during a pitch is also crucial. Science shows that how we perceive stress plays a major role in how it affects us. If you view stress as a sign that your body is preparing to perform, it can actually enhance your performance. But if you see stress as a threat or a sign of impending failure, it can quickly become debilitating.
There are many personal strategies to manage stress, including physical activity, breathing techniques, or even small rituals.
Besides that, preparation remains the most powerful antidote to stress. The more prepared you are, the more confident you will feel. But preparation alone isn’t enough. Practicing on stage, in front of an audience, is essential to becoming a great pitcher.
The current AI hype has certainly influenced pitching, but it can’t replace the human element. As long as humans are making investment decisions, connection remains highly valuable. Pitching through avatars or fully AI-generated videos may deliver a polished message, but it lacks personal connection, which is critical. Investors want to evaluate you, your passion, your credibility, and your commitment. You can’t just sell an idea. You need to show who they will be working with.
AI is best used as a co-pilot. It can:
For instance, AI can critique your pitch from an investor’s perspective, helping spot missing elements or test how your story holds up under scrutiny. While not all feedback will be useful, it can highlight blind spots or spark new thinking.
AI can also help founders prepare for the Q&A session by generating possible questions.
After the adrenaline rush of a pitch, many entrepreneurs make the common mistake of answering questions before fully hearing them. It’s important to listen carefully to the entire question before responding.
During Q&A, avoid getting defensive or attacking the questioner. Investors always want to see that you are open to feedback and able to handle criticism professionally.
A useful strategy is to prepare backup slides and “go-to” messages. They should include key points you want to reinforce throughout the Q&A.
A pitch should have a clear beginning and end, and both are crucial. It’s best to start by connecting with the audience. You can share a personal story, a striking use case, or a key number that highlights the problem. You shouldn’t jump straight to the solution. Instead, it is recommended to focus on why the problem matters.
The problem-solution fit must be clear and simple. If the audience doesn’t understand this early on, the rest of the pitch won’t land. This is the backbone of your presentation.
To succeed, you need to close with a strong summary of your company, the problem you are solving, and your solution, or finish with your mission. A memorable opening and closing make your pitch much more powerful.
Instead of long mission statements, every startup should have a mantra. It is a short, sharp phrase (even just three words) that captures the essence of the business. It helps founders distill their core purpose. It clarifies your thinking and gives others a clear, memorable takeaway.
You can use it to open or close your pitch for a strong impression.
Both extremes can hurt a pitch. But in practice, founders are more often guilty of talking too much. It’s rare to see a pitch where too little is said. More commonly, there’s information overload.
But humans have a limited capacity to process information quickly. A pitch should be clear, focused, and paced.
Max asked Robin to describe the perfect pitch in just one word. And teh answer was: passion.
Passion shows the founder’s drive and commitment. These are crucial qualities for surviving the highs and lows of entrepreneurship. But passion alone isn’t enough.
Equally important is evidence. It is proof that the idea works and that the business case makes sense. A perfect pitch combines both passion and proof.
According to Robin, there are many strong examples today, especially from female entrepreneurs. One standout was Jasmine Tagesson, founder of Hormona, who delivered a compelling pitch at Slush 2021. Within the first 10-20 seconds, she clearly articulated the problem and created an immediate connection with the audience. It was concise, impactful, and emotionally resonant.
A more iconic example is Steve Jobs during the launch of the iPod. His pitch had excellent pacing. He sped up to build excitement and slowed down to emphasize key points. He also delivered a strong competitive analysis, clearly showing the shortcomings of existing products and positioning the iPod as the superior solution.
At the end of their discussion, Robin provided some advice for those who are preparing to make a pitch:
In addition, Robin shared a useful framework. It is the four Ps of pitching:
Pitching isn’t just a startup ritual. It’s a universal skill that applies to anyone trying to convince others of an idea, a project, or a vision. Whether you are pitching to investors, partners, or even your parents, the same principles will work. You need to be honest, open, and well-prepared.
Want to get more actionable insights from business experts and tech leaders? New episodes of the Innovantage podcast will be available soon. Don’t miss them!
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