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Elevator pitches

marketing pitch startups Jul 08, 2019

Practicing Kissing

I’m currently advising a financial startup that is what I’d describe as being ‘highly engineered’. The Founders have thought of everything, and if their Whitepaper was an actual physical document, I guess it would be the size of an old telephone directory. Believe me, it’s comprehensive! The problem is that it’s too comprehensive for the initial reader. There’s a reason why news programs begin with the headlines – so that we can immediately understand what the main points are, and whether they are important to us. Only then do we decide if we want to watch, or read the detail.

The KISS principle was proposed by an engineer named Kelly Johnson back in the 1960s when he was working for the US Navy, and rapidly spread through the American armed forces. ‘Keep It Simple Stupid’ is the idea that most systems work best if they are kept simple rather than made complicated. For ‘systems’ you can also...

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