Hard facts or big dreams?


Crafting the right balance for your pitch can be challenging.

One extreme is pure facts

People on this extreme pitch like they're in court, trying to make their argument watertight, fearing any gap will damage their credibility.

The downside? This approach demands a lot from the listener, who must catch up with all the details. More importantly, it overlooks the core issue: value.

Value isn’t directly inferred from facts.

I could give you thousands of facts about a chair, and you still might not see its value to you.

The other extreme is selling a dream

Focusing entirely on value, often at the cost of accuracy.

This approach comes off as 'salesy' and lacks credibility because you can't know everyone's dream.

Furthermore, value is not communicated directly; it is inferred.

If a random caller said they had the product of your dreams, you'd hang up.

So, is there a middle ground?

Think of your pitch as sharing your vision—communicate the future AS YOU SEE IT, with both clear and uncertain aspects.

This vision, however incomplete, is what drives YOU to keep investing your finite time and energy. It’s the purest source of truth for whatever value is worth communicating.

Compared to that, anything else is guesswork.

Yours,

Sagi

What makes people value one thing over another?

I explore this question in my short, mostly visual emails, crafted through my lens as a B2B communication consultant. Join me for insights on effective communication, marketing, psychology, and the philosophy of value.

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