How Do You Pitch Your Startup When No One Cares About Your Product?

As a serial entrepreneur for 30 years, I am constantly asked

What does your company do?

This question comes up in discussions with friends, family, potential investors, journalists and of course potential users.

Now the experts will tell you, that users don’t care about about your product, all they want to know is what it will do for them. The solution of course is to build a story which tells them how their biggest problems will be solved by your product.

One of those who did it best was Steve Jobs. When he came out with the first iPod, there was no mention of specs, only “1000 songs in your pocket”! Five words and you got it.

The problem is that as you build your startup you engage with many audiences besides your users. You speak with potential employees, investors, suppliers, journalists etc. And the truth is that not only do they not care about your product, they don’t even care about your users! So how do you pitch your startup to them ?!?


Now on my tenth startup (, I finally realised that when speaking to these audiences my first sentence should be about what it does for them. For example – to a new employee I will say “this is a great growth opportunity for you to work on a revolutionary product with the latest programming tools”. When meeting potential investors, I will say to them “This investment will give you a 20x ROI since there are 22 million customers out there just waiting for us to launch!”
While a journalist will get from me “Readers will love to hear from you how new technologies will make their life easier!”

Once you get into the mode it is easy. Just put yourself in the other guy’s shoes and think what interests him.

Remember, no one cares about your product… or about your users. No one.