Ahmed Mohamed: Pitching and Science

Why do we use presentations? It is a way to gather information and put it in a structured manner with some visual aids. It is used to show information to a wide audience in an easy-to-follow way. In other terms, presentation is a means to communicate information, ideas or promote discussions. It can be long/short, scientific/artistic. Presentation is openly flexible, depending on presenter’s style and context. It is mainly used during seminars, events, workshops or meeting, etc…  

A pitch on the other hand, can be described as a specific type of presentation, specifically, a shorter form of presentation or a small show. It is more affiliated with the business world. Pitching is considered an art, whether you are a startup founder seeking investment, a salesperson presenting their product or an entrepreneur trying to win over a client. A crucial part of a compelling pitch is the ability to deliver. 

Personally, as a scientist, I see that presentations are more common in the world of science than pitches. We do not need pitches as we mainly communicate results, concepts, ideas and so on. However, day by day, I come to realize the importance of pitch in science and how it resonates with many aspects in life and not only restricted to business. A successful pitch can open doors, secure funding and move ideas forward. In today’s competitive landscape, pitch is more successful in achieving goals. It is concise, attractive and fits with a wider audience.  

It is important to develop pitching skills as a scientist. For example, it is needed when you encounter someone who asks about your work. No matter how complicated your work is, you should always find a simple concise way to describe it. This is also imperative for networking events such as conferences or applying for grants or even job interviews.  

Now, let’s focus on what exactly makes a pitch effective. How can you craft a pitch that captures attention, inspires action and leaves a lasting impression?  

1. Know your audience

The first rule of pitching is understanding your audience: investors, clients, stakeholders or researchers. What are their interests and priorities? Tailor your pitch to resonate with their needs and expectations. Speak their language, address their concerns, and demonstrate how your solution can fix their problems. By addressing their perspective, you build rapport and credibility. Remember that a good pitch should enforce the audience to act, ask questions or spread the word about the pitch and not only gain interest. 

2. Start with a compelling hook

Nowadays, attention spans are short. To capture the attention of your audience from the start, begin with a compelling hook, a thought-provoking question or a captivating story. Whatever you choose, make sure it is relevant to your pitch and sets the stage for the next parts. To maintain credibility, it is good to get personal on why this is important to you. 

3. Clearly articulate your proposal

Clearly articulate what makes your product, idea or service unique, highlighting the value it delivers and the problems it solves. Use concrete examples, testimonials or case studies to illustrate your points and provide evidence to support your claims. The more compelling and specific you get, the more persuasive your pitch will be. For shorter pitches, ignore the “how” and focus on questions like “who” or “what”. Save the “how” for further questions from the audience for engagement. 

4. Keep it concise and focused

Time is precious, especially for a pitch. Avoid the temptation to mention too many details. Instead, focus on the key points that are most relevant to your audience or give the edge to your product/idea/service in comparison to others. Use visuals and body language, but without overshadowing your message. Remember, it is not about impressing your audience with how much you know, it is about delivering your message in a way that resonates and inspires action. 

5. Anticipate and address concerns

No idea is completely perfect. It is natural for your audience to have questions and concerns. Anticipate potential concerns and address them proactively during your presentation. Be honest and transparent about any weaknesses or challenges, but also demonstrate how you are actively working to overcome them. By acknowledging objections upfront, you provide reassurance and increase your score of trust and credibility with your audience. Do not forget to mention the team behind the product/idea/service and why they are fit for the job as well as future plans/vision/milestones. 

6. End with a strong call to action

Every pitch should conclude with a clear call to action. What do you want your audience to do? Whether it is a decision to invest, scheduling a follow-up meeting or making a purchase decision. Make it easy for them to take the next step. Be confident and assertive in your ask and provide clear instructions on how to proceed. A strong call to action gives your audience a sense of urgency and purpose which drives them to act on the momentum of your pitch. 

One way to practice or get exposure to pitching, is to attend pitching competitions. We had the pleasure to attend Tahko Ski Lift Pitch competition 2024. It is a yearly competition where startups join to pitch their ideas and get to meet up with potential investors who can help their companies grow. There are a couple of elimination rounds; two of them are performed on a Ski Lift, where two presenters from two different startups sit on one bench with one judge/investor between them and they compete against each other. Each of the presenters gets a one-minute pitch, while the Ski Lift is moving up, to sway the judge/investor to choose them.

The final round is called “roasting”. The top 5 competitors respond to critical questions from investors and judges. Around 40 startups joined this year and it was absolutely inspiring to hear their innovative ideas and their versatile ways of pitching. It also became noticeable that innovation alone is not enough, but a killer pitch can surprisingly boost the innovation and bring attention of investors and customers. 

In conclusion, mastering the art of pitching takes careful preparation, clear communication, persuasive storytelling and practice. By understanding your audience, crafting a compelling narrative and delivering your message with confidence and conviction, you can elevate your pitch from good to great. So the next time you find yourself in a room full of decision-makers, remember these tips and watch your ideas flourish. 

Ahmed Mohamed works as a doctoral researcher in the Neuro-Innovation PhD programme. He is doing his PhD at the Neuroinflammation research group on air pollution.