In the fast-paced world of presales pitches, the stakes are high, and the pressure to impress is even higher. When consultants ask me about approaching a presales pitch, my first piece of advice is simple yet often overlooked: “Read the room.”

Understanding your audience is paramount. It’s not just about knowing their business needs or pain points; it’s about diving deeper into their interests, preferences, and the dynamics within their organization. In essence, it’s about connecting with them on a human level.

Before crafting your pitch, take the time to research, talk to their direct reports, and gain insights from those who have previously pitched to them.

Don’t hesitate to ask about what worked and what didn’t.

If you only have one shot at a pitch, why risk tailoring it solely for yourself or those who are already enamored with your idea or product? Instead, aim for a pitch that resonates with the broader audience.

Consider the lessons learned from Apple’s keynote presentations and the less-than-humane launch videos that followed. The lack of empathy and a genuine narrative in those instances led to parodies and missed opportunities.

In today’s tech landscape, many AI startups fall into the trap of what I call “Pitch Minimalism.” This trend involves mimicking the sleek aesthetics of Apple Keynote presentations without delving into the substance that truly moves an audience. The danger lies in becoming so enamored with your product that empathy and narrative take a back seat to presentation aesthetics.

AI startups often attempt to sell their revolutionary technology using alienized narratives — putting the product first and presenting facts that, while important, lack the human touch.

Founders, too, sometimes succumb to the allure of imitating the iconic “black clothes” approach, reminiscent of Apple’s co-founder Steve Jobs.

It’s time to break free from the constraints of Pitch Minimalism. Instead, focus on creating a pitch that engages, connects, and leaves a lasting impression. Humanize your approach by weaving in empathy and relatable narratives.

Understand that your audience is not just interested in the features of your product but also in the story behind it and the impact it can have on their lives or business.

Before we delve into the world of presales pitches and the pitfalls of what I term “Pitch Minimalism,” let’s take a moment to explore the roots of minimalism in a broader context. The minimalist movement, though deeply rooted in the mid-20th century, has evolved and transcended various disciplines over the years.

In the aftermath of the war, the surge in consumerism led to a peak in maximalism. This era was characterized by an abundance of goods and a desire for opulence. However, the origins of minimalism can be traced back to the 1960s and 1970s when artists began embracing simplicity as a rebellion against the excesses of Abstract Expressionism.

The minimalist ethos, characterized by simple geometric shapes, clean lines, and a focus on literal and objective meanings, extended beyond the realms of painting and sculpture. It found its way into architecture, and product design, and eventually, permeated interior design and lifestyle choices.

To understand the roots of minimalism, we can look back to 1915 when Russian painter Kasimir Malevich created a groundbreaking piece — a black square on a white background. This minimalist artwork, devoid of unnecessary embellishments, exemplified the essence of simplicity.

Over time, influential professionals across various fields began favoring art that referred only to itself, embodying a straightforward approach and eliminating anything deemed excessive.

As we embark on our discussion about presales pitches and the dangers of falling into the trap of Pitch Minimalism, it’s crucial to recognize the historical context that has shaped the minimalist movement.

Just as minimalism has influenced various aspects of art and design, we’ll explore how its principles can be applied to the art of pitching and why breaking free from Pitch Minimalism is essential for leaving a lasting impact.

As you prepare for your next presales pitch, remember: reading the room goes beyond knowing their industry jargon; it involves understanding the people, the culture, and the emotions that drive decision-making.

By doing so, you’ll be well on your way to crafting a pitch that stands out, resonates, and truly makes an impact. Say goodbye to Pitch Minimalism, and embrace the power of authentic, human-centric storytelling in your presentations.

Applying the principles of minimalism to pitching projects without turning your pitch into a boring white canvas can enhance your presentation by keeping clarity, focus, and effectiveness. Here are five key principles to consider:

1. Simplicity is Key: Embrace the idea that less is more. Keep your pitch straightforward, eliminating unnecessary details and complexity. Present your project clearly and concisely, allowing your audience to grasp the essential aspects without feeling overwhelmed.
2. Focus on Core Message: Identify the core message or value proposition of your project. Ensure that every element of your pitch, from visuals to verbal communication, revolves around reinforcing and highlighting this central theme. Avoid diluting your message with extraneous information that may distract from your key points.
3. Visual Clarity: Utilize visuals that are clean, uncluttered, and directly support your narrative. Whether it’s slides, charts, or graphics, ensure that each visual element contributes to the overall understanding of your project. Minimalistic visuals not only enhance comprehension but also leave a lasting impression.
4. Embrace White Space: Just as in design, white space (or negative space) in your pitch is crucial. Allow room for your audience to process information, ask questions, and engage with your content. Avoid overwhelming slides or presentations with too much text or visuals; instead, create a balanced layout that promotes a sense of openness and clarity.
5. Humanize the Pitch: Minimalism doesn’t mean eliminating the human touch. Connect with your audience on a personal level by incorporating relatable stories or anecdotes that resonate with them. Create an emotional connection by showcasing the human side of your project, emphasizing how it addresses real challenges or fulfills genuine needs.

By adhering to these principles, you can craft a pitch that not only captures the attention of your audience but also leaves a lasting impression by focusing on the essentials and presenting your project in a compelling, minimalist fashion.

Going for the Apple-like keynote without the human factor in your presentation as the Hu.ma.ne less than humane launch video and the parodies it generated due to the lack of humane traits to what is supposed a product that puts you before technology.

Attempting an Apple-style keynote without incorporating the human element in your presentation, as seen in the Humane Pin launch video, can come across as less than personable.

This approach, which seemingly prioritizes technology over human connection, has led to parodies and criticism for its absence of relatable, human qualities.

Is There Something Better Than Pitch Minimalism? Yes.

Meet The Browser Company, creators of the Arc browser.

In their presentation for the new updates they start applying pitch minimalism to their AI-driven new experience, but suddenly, the CEO stops and the shot opens to the whole crew, cameras, lights, and production making him look slick, but artificial, modern but distant from reality.

Integrating Realism into Pitches: Speaking the Human Language

This is one great example of how pitch humanism can work to your advantage is brought to life by The Browser Company and how its CEO Josh Miller turns the template technology pitch into a beautifully shot documentary on how Search turned into the only way to find content and how that created the monopoly of ad-based content that is prioritized over authentic results.

Josh Miller talking about the Arc Browser Product Updates

In the realm of pitching projects, embracing realism is more than a trend — it’s a strategic move to connect with your audience on a human level. By infusing your pitch with elements that speak the human language, you can establish authenticity, relatability, and resonance. Here are key considerations for injecting realism into your pitches:

1. Spontaneous Shots and Authentic Environments: Move away from the staged and sterile environments that often accompany traditional pitches. Instead, opt for spontaneous shots and common workspaces that reflect the authentic, day-to-day realities of your project. Showcase team members collaborating in a shared space, capturing the vibrancy and energy of real work scenarios. This approach not only humanizes your pitch but also conveys a genuine, unscripted narrative.
2. Authentic Narratives and Relatable Stories: Share real stories that resonate with your audience’s experiences. Highlight challenges faced, lessons learned, and moments of triumph. Authentic narratives create a connection by showing that your project is not just a concept but a journey with human elements. Whether it’s overcoming obstacles, celebrating successes, or learning from failures, weaving relatable stories into your pitch makes it more memorable and emotionally impactful.
3. The Human Factor in Visuals: When incorporating visuals, emphasize the human factor. Feature team members candidly engaged in their work, clients expressing satisfaction, or end-users genuinely benefiting from your project. Genuine emotions captured in visuals evoke empathy and understanding. Avoid overly polished stock images and opt for photographs that tell a genuine, human-centric story.
4. Realistic Language and Communication Style: Adopt a communication style that mirrors genuine, everyday conversations. Steer clear of jargon-heavy, overly formal language that can create a barrier between you and your audience. Speak in a tone that resonates with the way people discuss challenges, solutions, and innovations in everyday life. This approach not only enhances comprehension but also fosters a sense of openness and approachability.
5. Interactive Q&A Sessions: Break away from the traditional Q&A format and encourage spontaneous, interactive discussions. Embrace questions that arise organically, and address them with authenticity. This not only showcases your project’s depth but also allows your audience to actively engage and participate in the conversation.

By integrating realism into your pitches, you bridge the gap between your project and your audience, demonstrating that you understand the human side of the equation.

This approach not only builds trust but also positions your project as a relatable, practical solution grounded in the real world.

If you need help or mentoring building a killer pitch don’t hesitate to contact me on Linkedin: Javier Alcivar UX Strategy Lead Consultant