Writing For Tech Startups

Do you ever find yourself more stressed when thinking about an event than the event itself? That’s ‘anticipatory anxiety.’ It’s like your brain is stuck in a “what if” loop. Most of my clients describe this exact feeling before big presentations, tough conversations or even social events. I’ve been there myself… I used to spend days imagining everything that could go wrong, which only made me feel more overwhelmed and unprepared. Turns out, the usual advice of “Just think positive” doesn’t help at all. Research shows that focusing ONLY on perfect outcomes can actually drain your energy, and make you less likely to achieve it. When your brain skips over the challenges, you’re left less prepared and even more anxious if things don’t go as planned (again, I’ve been there!). What finally worked for me (and our clients) was flipping the script. Acknowledge the worst-case scenario and plan your response: – What’s the backup if the tech fails? – How will you recover if the conversation takes a turn? – What will you do if you forget your script? You’re not necessarily expecting the worst, but being ready for it. The result is a calmer, more confident mindset going into it, and that makes all the difference. P.S. Has someone ever told you to “just visualise success?” How did that work out for you?

"We're disrupting the industry!” The CTO checked his watch. $4M deal dead in 5 words. The CTO's eyes glazed over. Fifth time this week. My client froze. His billion-dollar product roadmap reduced to a startup cliché. I've sat through 1,000+ enterprise sales meetings. Here's what nobody tells founders about selling to big companies: Your "innovation" is their "risk." Your "disruption" is their "danger." Your "revolution" is their "rebellion." Truth is, there are only 3 types of enterprise buyers: The Veterans (80%): - Want stability above all - Need proof, not promises - Buy from safety signals The Climbers (15%): - Chase calculated wins - Need evidence, not excitement - Buy from success stories The Visionaries (5%): - Build the future quietly - Need substance, not show - Buy from deep insight Last week, a founder pitched "groundbreaking AI" to a Fortune 500 buyer. The buyer's real thought? "Who wants to be the first penguin in the water?" After $100M+ in enterprise deals, here's the secret: Don't sell transformation. Sell risk reduction. Don't pitch revolution. Pitch results. Don't promise the future. Prove the present. Because in enterprise sales, the most dangerous word isn't "no." It's "maybe." And "maybe" is what you get when you speak Silicon Valley to Wall Street. Want to close enterprise deals? Learn to translate innovation into insurance. That's worth more than any pitch deck.

Here's how to simplify your pitch and 10x your sales: 1. Talk less, sell more. Short sentences = more sales. Hemingway once bet he could write a story in 6 words that'd make you feel something: "For sale: baby shoes, never worn." Your pitch should pack the same punch. 2. Complexity is for people who want to feel smart, not be effective. The worst salespeople make simple things sound complicated. The best make the complex simple. 3. Complexity says, "I want to feel needed." Simplicity limits to only what is needed. 4. Read your pitch out loud. I remember when I'd asked my COO to read the manuscript of my book. He chose to do it aloud. All 258 pages. Ears catch what eyes miss. The final version reads like butter. 5. "Be good, be seen, be gone." This was the best sales advice I ever got. - Good: Deliver value - Seen: Make an impression - Gone: Don't overstay your welcome People buy from those they remember, not those who linger. 7. Speak like your customer, not a textbook. We like to sound sophisticated. "We create impactful bottom-line solutions." But we like to listen to simple. "We help small businesses explode their sales." Which one would you buy? 8. Every word earns its place. Your pitch should be lean and mean. - Be specific - Avoid cliches - Check for redundancy - If it doesn't add value, cut it out 9. Abstract concepts bore. Concrete examples excite. ❌ "We'll increase your efficiency." ✅ "We'll save you 10 hours a week." Paint a picture. 10. People buy on emotion & justify with logic So tap into their feelings: - Fear of missing out - Desire for success - Need for security Then back it up with facts. 11. The "Grandma Test" never fails. If your grandma wouldn't get your pitch, simplify it. No jargon. No buzzwords. Just plain English. 12. Benefits > features. Dreams > benefits. ❌ "Our group hosts 10+ events per year." ✅ "Our program helps you close deals." 🚀 "Let's take back Main Street through ownership." 13. Use power words: - You - Free - Because - Instantly - New These words grab attention and drive action. Two final things to keep in mind... Simplicity isn't just for sales. Apply these principles to: - your business operations - your thinking processes - your next investment - your relationships - your to do list Sales isn't just for car dealerships. You pitch when you: - Negotiate a raise - Interview for a job - Post on social media - Hire someone for a job - Talk to an owner about buying their biz If you found this useful, feel free to share for others ♻️

Users don't suck, but the information provided to them can. If your IFU reads like a legal contract, people won’t read it. Why? Because they’re confusing. Too wordy. Too complex. Too scattered. A great IFU should feel like having a clear-headed expert guiding you step by step. The user needs to know what to do, how to do it, and when to do it. Here's 20 recommendations/writing rules to improve your IFU↴ 1. Write procedures in short, identifiable steps, and in the correct order. 2. Before listing steps, tell the reader how many steps are in the procedure. 3. Limit each step to no more than three logically connected actions. 4. Make instructions for each action clear and definite. 5. Tell the user what to expect from an action. 6. Discuss common use errors and provide information to prevent and correct them. 7. Each step should fit on one page. 8. Avoid referring the user to another place in the manual (no cross-referencing). 9. Use as few words as possible to present an idea or describe an action. 10. Use no more than one clause in a sentence. 11. Write in a natural, conversational way. Avoid overly formal language. 12. Express ideas of similar content in similar form. 13. Users should be able to read instructions aloud easily. Avoid unnecessary parentheses. 14. Use the same term consistently for devices and their parts. 15. Use specific terms instead of vague descriptions. 16. Use active verbs rather than passive voice. 17. Use action verbs instead of nouns formed from verbs. 18. Avoid abbreviations or acronyms unless necessary. Define them when first used and stay consistent. 19. Use lay language instead of technical jargon, especially for medical devices intended for laypersons. 20. Define technical terms the first time they appear and keep definitions simple. Prioritize the user while ensuring MDR/IVDR compliance.

The fastest way to kill investor interest? A pitch deck full of fluff. "What VCs Actually Want" in pitch deck 1. Simple Problem Statement: ✓ "Companies waste 4 hours per week scheduling meetings" ✓ "Online stores lose $50K yearly to fraud" ✓ "Restaurants throw away 30% of fresh produce" ✓ "HR teams spend 6 hours per hire on paperwork" = Clear pain, specific numbers 2. Direct Solution Language: ✓ "We send AI emails to schedule meetings" ✓ "Our software spots fake transactions in 2 seconds" ✓ "Our app connects restaurants with local food banks" ✓ "Our form builder cuts paperwork to 10 minutes" = Anyone can understand it 3. Real Metrics That Matter: ✓ "Processing 10,000 transactions/month" ✓ "40% margins on each sale" ✓ "Growing 20% week over week" ✓ "90% customer retention after 6 months" = Numbers that show traction 4. Clear Revenue Model: ✓ "Charge $299/month per store" ✓ "Take 2% of each transaction" ✓ "Businesses pay $50 per user" ✓ "Annual contracts at $24K each" = Simple math anyone can do 5. Actual Customer Evidence: ✓ "50 paying customers" ✓ "3 enterprise contracts signed" ✓ "Pilots with Nike and Adidas" ✓ "$50K monthly recurring revenue" = Real proof, not promises What Actually Works? • Start with real customer insights, not just your assumptions. • Show traction—not potential—through metrics. • Simplify the narrative; your deck isn’t a novel. Remember: • VCs don’t invest in slides. They invest in proof, clarity, and conviction. 𝗠𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀: • Does your deck make investors say, “I want to learn more,” or “Next!”? Drop a 🚨 if you’re tired of decks full of fluff. #StartupAdvice #PitchDeck #VentureCapital

How to write a Product Requirements Doc (PRD)? ✍️ A “Good” PRD usually contains the following sections: - Problem & Opportunity Statement - Goals & Success Metrics - Users - User Story - Concept mocks - Roadmap & Go-to-market plan - Open Questions A “Great” PRD adds more thoughts and depth: - Where should we play in this problem space? - Why are we uniquely positioned to “win” this? - Why now? What drives the urgency? - What user insights give us the conviction? - What are some product principles we follow? - What are the key trade-offs & decisions? - What are the risks & their mitigation plan? - What are the riskiest assumptions? What must be true for this idea to work? 👉 Here are additional tips to ensure the PRD lives to its fullest potential: [1] Use the writing process to clarify your thinking. [2] Make it easy to read and understand, including diagrams and charts, use bullet points, move as much as possible to an appendix, and highlight the controversial bits that need feedback/alignment. [3] Use the doc as the focal point for feedback. Writing PRD isn’t about handing your perfect plan over to the team - it’s about making the plan better! The final spec isn’t as valuable as the process you go through to write and collaborate on the doc. [4] Judgment > template. Don’t get overly-focused on picking the right template, focus on understanding the purpose of each section of the template, and how it may help drive desired outcomes for your product. [5] Focus on outcomes > output. Don’t overspend your time perfecting the PRD; your job isn’t to deliver a spec. You want to use it as a conduit to guide the team towards a concrete outcome. *** 💬 What other tips or examples you have about writing a great PRD? Share them to inspire the Linkedin community! *** 📌 If you are interested to learn more about generative AI product strategy, download a FREE gift giveaway based on content from my book, “Reimagined: Building Products with Generative AI” AND other PM career / job search guides and resources: https://lnkd.in/gRP_KNjz #ProductManagement #Careers

During my career, I’ve secured tens of millions in funding. But looking back there are some things I wish I’d known before I started. Here are four tips I’ve learned the hard way about approaching potential investors with your business idea: 1️⃣ Know your numbers inside out Investors want to see not just passion but also a deep understanding of your business model. It doesn’t matter if you’re not a “numbers person”. Frankly neither am I. I just work hard to master them. Be prepared to discuss your financials in detail: multi-year revenue projections, cost of sales, fixed expenses, and break-even points. Comfort with your numbers demonstrates that you’ve done your homework and are serious about your venture. 2️⃣ Tailor your pitch to the specific investor Not all investors are created equal. Research who you're pitching to and adjust your message accordingly. What do they value? What sectors do they invest in? Who else have they backed and why? Use part of your pitch meeting to ask them about their history and motivations. This is absolutely not about changing your business plan or finances, but thinking about what you emphasise to align your narrative with their interests. 3️⃣ Have a clear exit strategy Investors will back enterprises for all sorts of reasons: a passion for the sector, enthusiasm for the founder, or market potential. But the number one reason they’ll back you is to yield an attractive rate of return. Be ready to discuss how and when they’ll make money from investing in you. Whether it’s through acquisition, IPO, or another exit strategy, showing that you have a plan to return a multiple of their initial investment will instil confidence. It’s not just about the immediate future; it’s about how you envision the long-term growth of your business. 4️⃣ Practice your storytelling People connect with stories, not just facts and data - important as those are. Use storytelling to convey your vision, the problem your business solves, and why you’re the right person to tackle it. A compelling narrative that links to the forecast performance of your business will engage investors emotionally, making them more likely to remember you and your pitch long after the meeting is over. What’s your experience of pitching for funding? What are you still wary of with investors? Share your tips or questions in the comments below!

In which of these 2 scenarios, will a sales rep sell more blenders? a) She nails the demo, flawlessly blending a smoothie in front of potential customers b) Same exact pitch, but when she pours the smoothie, she spills it all over the table Dr. Richard Wiseman conducted this exact study. More people bought the blender when she made an absolute mess. This phenomenon is called the "other shoe effect." The underlying principle: We instinctively know people aren’t perfect. So when someone appears too polished in high-stakes moments—job interviews, pitches, first dates—part of our brain asks: “What are they hiding? When does the other shoe drop?” The longer someone appears flawless, the more suspicious we get. This creates a dangerous cycle: • You try to appear perfect in the first impression • The other person's brain gets increasingly distracted wondering about your hidden flaws • When your imperfection finally shows (and it will), it hits much harder than if you'd acknowledged it upfront I learned this the hard way. When I first wrote Captivate, I tried to sound like an academic. My editor called it out: “This doesn’t sound like you.” So I rewrote the intro to be me, very me in a vulnerable way: “Hi, I’m Vanessa. I’m a recovering awkward person.” That vulnerability built instant trust. By dropping my shoe early, I built trust immediately and let readers know they were in good company. This is also how I introduce myself in conversations, and I have noticed everyone laughs and relaxes when I say it. There are a couple situations where you can actively use this effect: • Job interviews: After sharing your strengths, say "One area I’m still growing in is public speaking—which is why this role excites me." • Investor pitches: After a strong open, confess: "One challenge we’re still working through is [X], and here’s how we’re tackling it." • Team meetings: Proactively raise project risks, then offer a solution. Don’t let others discover it first. Rules to remember: • Choose authentic vulnerabilities, not fake ones • Drop your shoe AFTER establishing competence, not before • Pair vulnerability with accountability - show how you're addressing it Remember: The goal isn't to appear perfect. It's to appear trustworthy. And trustworthy people acknowledge their imperfections before others have to discover them.

Most partnership decks are 20 slides. And still miss the one that matters. It’s not the logos. Not the TAM. Not the “values alignment” slide. It’s this: “What will be our first win within 6 months?” Because trust scales on proof. This is the slide that changes the conversation. It shows: • You’ve thought about execution • You understand their risk • You’re not pitching, they're investing in something real Here’s how to write it: 1. Name the win ⤷ Specific, measurable, valuable for both 2. Set the signal ⤷ What will this success prove to each org? 3. Assign ownership ⤷ One person on each side with clear accountability 4. Time box the result ⤷ Within 6 months. No more. Here’s why this matters: Every leader has a few Promise Cards each year, these are moments when they vouch for you internally. → They back the deal → They stake their reputation → They burn political capital If they play a card for you, there’s only one move: deliver. Do that, and you: • Get the Promise Card back, ready to play again • Earn a new one from someone who now trusts you more • Build momentum that opens doors on both sides This is how credibility compounds. If you can’t define the first win, you’re not ready to start. Add the slide. Start with proof. Then scale what works. Want help designing this into your next pitch? Use the IDEAL+ framework. Get it here, for free: https://philhsc.com/ideal ➕ I’m Phil Hayes-St Clair. Follow me for more like this. ♻️ Repost to help someone you know.

7 Science-Backed Principles for Powerful Presentations Most presenters focus on their slides. Top communicators focus on their audience’s brain. 🧠 The psychology of presentations is no longer a mystery. I cover it in the opening chapter in my book Message Machine — “Revealing the hidden psychology of communications.” Here are 7 psychology-based principles that will transform how you present: 1) 𝐓𝐡𝐞 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐌𝐞𝐦𝐨𝐫𝐲 𝐂𝐮𝐫𝐯𝐞 ↳ Start and end with impact. ↳ People remember the beginning and the end — make those moments count. 2) 𝐓𝐡𝐞 𝐒𝐩𝐥𝐢𝐭-𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐄𝐟𝐟𝐞𝐜𝐭 ↳ Don’t narrate your slides. ↳ Reading text aloud while it’s on-screen splits focus and reduces retention. Use simple visuals to reinforce, not repeat. 3) 𝐃𝐮𝐚𝐥-𝐂𝐡𝐚𝐧𝐧𝐞𝐥 𝐏𝐫𝐨𝐜𝐞𝐬𝐬𝐢𝐧𝐠 ↳ Pair your message with meaningful visuals. ↳ The brain processes visuals and audio separately. Used wisely, this boosts clarity — but irrelevant images just distract. 4) 𝐂𝐨𝐠𝐧𝐢𝐭𝐢𝐯𝐞 𝐋𝐨𝐚𝐝 𝐓𝐡𝐞𝐨𝐫𝐲 ↳ Clarity is king. ↳ Every extra word or graphic adds cognitive strain. Trim slides to essentials that your audience can absorb instantly. 5) 𝐆𝐞𝐬𝐭𝐚𝐥𝐭 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬 ↳ Design with the brain in mind. ↳ Group elements logically. Consistency, proximity, and alignment help the brain form patterns — and improve recall. 6) 𝐀𝐯𝐨𝐢𝐝 “𝐒𝐞𝐝𝐮𝐜𝐭𝐢𝐯𝐞 𝐃𝐞𝐭𝐚𝐢𝐥𝐬” ↳ If it doesn’t support your point, cut it. ↳ Fun facts or flashy visuals that don’t serve your message? They dilute impact. 7) 𝐅𝐚𝐦𝐢𝐥𝐢𝐚𝐫𝐢𝐭𝐲 𝐁𝐢𝐚𝐬 ↳ Use conversational language. ↳ Audiences absorb more when your delivery sounds natural. Skip jargon. Speak like a trusted guide. 💬 Which principle do you use most — or want to try next? ♻️ Share this to help your network and follow Oliver Aust to become an elite communicator.