Framework for pitching

I’ve once heard Daniel Pink “To Sell is Human” on an audio book. He stated, in order to move others, we need to better at stating what we want and how to direct people to that destination.

Pink presents the Pixar Pitch as a prime tool in thinking about this. To demonstrate, he talks about Pixar Animation Studios, is one of the most successful studios in moviemaking history.

Pixar has produced 13 feature films that together have grossed $7.6 Billion. Six of these movies have won the Academy Award for best animated film. And the company has amassed a total of 26 Oscars in all.

So how do they do it? Pixar story artist, Emma Coats has cracked the code and argues that every Pixar film shares the same narrative DNA – a deep structure of storytelling that involves six sequential sentences:

  1. Once upon a time there was …
  2. Every day …
  3. One day …
  4. Because of that …
  5. Because of that …
  6. Until finally …

Take for example the plot of Finding Nemo.
1. Once upon a time there was … a widowed fish, named Marlin, who was extremely protective of his only son, Nemo.
2. Every day … Marlin warned Nemo of the ocean’s dangers and implored him not to swim far away.
3. One day … in an act of defiance, Nemo ignores his father’s warnings and swims into the open water.
4. Because of that … he is captured by a diver and ends up in the fish tank of a dentist in Sydney.
5. Because of that … Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way.
6. Until finally … Marlin and Nemo find each other, reunite and learn that love depends on trust.

This six-sentence template is both appealing and supple. For it allows pitchers to take advantage of the well-documented persuasive force of stories but within a framework that forces conciseness and discipline.

Now, I’m going to apply this framework for Bloomforth.

  1. Once upon a time there was…a technology gap that is hindering small retailers all over the world from succeeding in the modern world.
  2. Every day…large percentages of small retailers fail due to the lack of sophistication, systems and savvy to create a mutually rewarding relationship with their key customers in today’s data-rich world.
  3. One day …We created a simple and complete system that allows smaller retailers to unite all aspects of running a more profitable business.
  4. Because of that…individual “department silos” are united and businesses have better data, save more money, and are more profitable.
  5. Because of that…customers are more willing to shop local because they have a better omni-channel experience.
  6. Until finally…small retailers everywhere now have access to better technology, and therefore, they thrive.

There it is—Bloomforth’s narrative using Pixar’s framework. I hope this exercise has helped you build a better pitch for your own venture.

Thanks for reading,


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