Pitching to investors is a pivotal moment for any founder. Impress, and you’ll finally get to bring your vision to life. But slip up in any way, and you might never get this chance again.
With success rates as low as 1%, the pressure really is on. So, what does it take to be successful?
Confidence and a good grasp of financials can only get you so far. A novel product or service might excite and win early supporters. But as experienced investors know, this isn’t what guarantees longevity — powerful stories do.
People are drawn to narratives they connect with emotionally. It’s why religion has endured through time, with concepts like purpose, belonging, hope, and love ingrained in us all.
The best brands are aware of this.
This is why Apple, founded in a garage, led by an iconic CEO, and driven by a mission to empower the individual, has expanded far beyond computers into smartphones, wearables, and even digital payment systems. It wasn’t the first to market in any of these areas, yet arguably, it now dominates them all.
Still, because technology has advanced so rapidly, many companies have started to believe that innovation speaks for itself — that if the product is groundbreaking enough, it will sell, attract investment, and build loyalty on its own.
But without a compelling story, even the most innovative companies risk losing momentum.
Many up-and-coming AI startups, for example, are largely indistinguishable from one another. Most people could only name a handful off the top of their head, because these startups have missed out the why behind what they do. No deeper purpose or emotional tie sets them apart.
As a result, the 2025 Edelman Trust Barometer recently revealed that public trust in AI companies in the US has sharply declined, from 50% to just 35% over the past five years.
Similarly, cybersecurity firms continue to alienate potential customers by focusing too heavily on technical jargon, causing many to overlook their value.
Only a few firms tap into the threat of cyberattacks in an immediately relatable and accessible way, such as how Darktrace frames its technology as an “immune system” for businesses.
Of course, many founders reading this might argue that geopolitical tensions and inflationary pressures have made it difficult to shape their business how they’d like, and that these factors have hindered investment, which is understandable.
But history shows that companies with powerful storytelling are far more resistant during crises — and thrive because of it.
Take Patagonia, for example. As companies struggled to stay afloat during the pandemic, it doubled down on its ambitions to reduce carbon emissions by recycling fabrics and investing in regenerative organic farming. This resonated with its customers, helping it eventually become the market leader for outdoor clothing.
See, VCs are often seasoned entrepreneurs themselves. They meet around 200 founders a year. While they do make mistakes, they tend to have a good eye for businesses with staying power, like Apple, Darktrace, and Patagonia.
So, while reports may show that VCs have become more risk-averse, it doesn’t necessarily mean that founders can’t secure investment. The best stories undoubtedly will.
Once you're aware of this, it gives you a quiet confidence despite the odds and reminds you that flashy pitch decks aren't everything.
So, how do you craft a powerful story that resonates?
First, realise that profits follow a good business, which provides value and contributes positively to its community, not the other way around.
This mindset will encourage you to view things from your customers' and clients' perspectives, so you appear more equipped and genuinely passionate about solving their pain points rather than serving your own interests.
Second, be as transparent as possible — always. Whether it's in stakeholder meetings or through the content you share online, you'll build trust and ensure your story feels real.
Third, you need a vision. Investors need to see where you’re going and how you'll make a lasting impact. Customers and employees, meanwhile, want to feel like they’re part of something bigger.
So, don't be afraid to share a bold prediction if it's something you truly believe in, whether you plan to bring AI into the hands of everyday users or make sustainability stylish.
Lastly, back up your pitch with data. It’ll show your business is grounded, not just built on big ideas. You’ll appear more credible, feel more confident, and show you understand your industry inside out.
With all things considered, pitches usually last around 10 or 20 minutes, which can easily flash by in a heartbeat. So, it’s crucial to be smart with your time.
Our advice: Spend 40% of your time on financials and your product or service, and the rest on your story, key messaging, and ambitions to truly set yourself apart.