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Where do you step in?
I help people develop a clear story and narrative. They need to work on the construction of their story by using forceful, clear, and assertive words that make it flow. There's structural building with narrative techniques - focusing, sequencing, and linking. A lot of the time is highly personal work, rehearsing and polishing their story. And we also work with their body language. It's like perfecting their backstroke.
The most common points I work on are simplifying technology stories. Biotech companies are even more complicated than information technology. I have them not drill down as far as with their peers or customers. I make them find an analogy. Whatever works. One company I had worked with transdermal medicine. I came up with an analogy of border crossing. Raising a toll gate and getting them to cross a border. You look for an analogy that everyone would understand.
The second most common area is pairing down the excess verbiage on slides, and adding more graphics. People use slides as prompts to themselves and they get cluttered.
What's the quickest way to sink a pitch, even if the business plan and everything else are great?
The worst things would be to tell the same story to their customer that they tell to the investor. I'm working with some companies right now that are doing infrastructure technology, very complicated stuff. It's not for the consumer. But they are aware they need to change their story from a customer story to an investment story.
Another thing is complacency; to think they can get attention just because they're a dot-com. They can't make a presentation that is technobabble.
Do you end up re-teaching many of them how to speak?
I assume they've never done a presentation before, because most people don't tell their story clearly. Early-stage entrepreneurs are more eager to listen and less set in their ways. And the hotter their companies are, the more eager they are. They want to tell their stories right. Presenters who are more mature and more set in their ways can be more complacent about telling their story.
Is there a dress rehearsal?
On the fourth and last day we bring in some investment bankers and have them make final suggestions.
How are they graded?
The ultimate grade is the price of the offering.
Can you give us some body language tips?
I work mostly with people as a narrative coach and a style guide. The work I do with body language is part of it, but too many people emphasize that in magazines. It takes a lot of time to explain and in a magazine it tends to simplify it and make it sound like 10 things I do. That's not what my style is. And frankly, you don't need that from me. My style is organic and natural. It puts me in a different space.