What is your problem? When we start a business, we start it not by thinking of a great idea, but by finding a really big, nasty, hairy problem in a space we know a lot about. Then we set out to solve that issue. Our solution is what we end up selling, but the method we use to get our message heard is to focus on the pain our audience is experiencing, because when you talk about that pain, you exhibit empathy with your audience. It’s your audience that is living that problem. When you can articulate the problem exactly as they see it, you’ve won a friend. What is your WHY? The problem is your why. You got in business to solveit. No problem, no business. Simon Sinek says we should start with why. So, when we’re talking about our business, we start with our why, and our why is the problem we are solving. How we solve it is almost irrelevant until we have someone’s attention. The way you get their attention is by starting with why. What is your story? Nancy Duarte’s TED talk about story telling reminds us that stories matter. Stories are memorable. Your story is how you found this pain, or lived this pain, and then figured out a way to solve it. Tell that story, and tell it in a way that is short, memorable, and impactful. That takes practice. Feature your pitch! If you want to have your pitch featured on the Pitch Practice Podcast, send it to us by going to pitchpractice.co/mypitch. If you are in Atlanta on a Friday, come join us at Pitch Practice at 1pm at Atlanta Tech Village.