From Dave McClure’s post, Your SOLUTION Is Not My PROBLEM.
Ok folks… if there’s ONE thing i can help you with tonight, it’s how to pitch. it’s very simple, and i can teach you in about 5 minutes. Here’s the secret: PITCH THE PROBLEM, NOT THE SOLUTION.
That’s it. done! that’s all there is… just tell me the problem FIRST, not the SOLUTION. the reason is, i may not be able to understand what your solution does, but if you connect emotionally with me on what the problem is — and i hopefully i also have the problem, or know someone who does — then i’ll give you PERMISSION to tell me more about how you’re going to solve the problem.”