However, we should always be able to step away and look at our ideas through a different lens. Because when the pitching process starts, it is not what you or your team think about the product. It’s how the audience you are pitching to will perceive it that counts. Remember, it’s the first time they are going see it.

Be honest to yourself. And also, be aware of the people in the audience. try to understand them if you can. What have they done in the past, how do they approach their work. They need to be engaged, even entertained, while you are pitching. How are you going to engage and entertain them with your pitch?

There’s a question I always ask to myself when I have to present something new: Can I explain this idea in ten words or less? It’s a tough one, but it allows me to focus on communicating the most important things, without getting lost in irrelevant details.

Here is an example of my own work, where I was challenged to find ways to help raise funds for a charity called “Pathway” that helps homeless people get personalised medical attention when they are treated in a London Hospital.

This is the idea we had, in ten words: Up-cycle former homeless clothes to show transformational impact of healthcare.

So, when pitching your idea, keep that in mind: what ten words describes your product? Your audience might not be aware of all the work you put behind it but if the idea is relevant and catches their attention it will come alive and grow in the real world. Focus on that.

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