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Importance of Perspective Framing
Read time 1.9 minutes

Recently, I was talking with a VC about perspective framing. For those who are new to the newsletter, perspective framing is what every founder should be doing in the first 30 seconds of their pitch. It’s telling investors the frame through which the rest of the pitch should be interpreted.

For Example:

• WeWork started its deck by saying millennials are redefining the workforce. This made it clear that investors should interpret the deck through the lens of “what will young people want in an office”.

• Tinder started its deck with a story about a guy who wouldn’t ask a girl out at a bar because of a “FEAR OF REJECTION.” Their entire pitch was about how dating would be easier if nobody was worried about rejection.

Setting the perspective is key to having the rest of the deck interpreted in a way that benefits you.

Talking to this VC however I got a new perspective on my perspective framing is 100% essential for a successful pitch.

VCs hear a dozen pitches a day.

That may seem obvious, but one of the impacts of this is that investors’ brains are constantly being pulled in different directions. They can go from hearing a pitch about meat alternatives to sales SaaS.

From speaking with this investor, he noted that the pitches with strong perspective framers were most powerful because they settled his mind and allowed him to narrow in on the key aspects of the pitch.

When you just jump straight into the pitch without a perspective framer the investors’s mind might still be on the pitch they walked out of 5 minutes ago or the deck from the previous email they just closed 10 seconds ago.

A perspective framer is like a pallet cleanser. It makes it very easy for the VC to reset, move on from the past pitch and focus on your pitch.

So never forget your perspective, framer. it's the key thing that 99% of pitch templates leave out, but all evidence points to it as a key requirement for raising.

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