This is an extension of my #FMB “Founders are Made, not Born: How Founders Become Learning Animals” series. Originals based on research at Stanford: Part I, Part II, Part III, Part IV, Part V, Part VI, and Part VII. Extensions: Parts 7, 8, 9, 10, 11.

After listening to thousands of pitches, a few common themes stand out about great ones:

1. They transfer energy: Sales is an energy transfer. Great pitches infect the listener and hijack the mind, eliminating mental chatter. Energy is not just excitement levels but can look like urgent passion.
2. They increase processing fluency: excellent orators increase auditory processing fluency via metaphors, rhyming, repetition, space, stories and simplicity. Listeners walk away with memories and mental visuals.
3. They share insights that are obvious in retrospect: Pithy, obvious insights require deep customer or market exploration, or being a product visionary.
4. They’re authentically captivating: Sales isn’t about beating your chest, speaking loudly, or rah rah. It’s about captivating, holding rapt attention. Quiet people can do it. Most of us know when we’re doing this.
5. Simple visuals

The common knowledge that great fundraisers have to be loud, gregarious, outgoing people is a myth. Those people aren’t necessarily more or less likely to be great fundraisers. Substance and insights matter a ton.

Becoming a greater fundraiser is a skill that can be practiced and learned. Some of the skills required include the ability to:

• Reframe questions positively
• Project confidence and vulnerability at the right times
• Simplify complex topics, and
• Tell great stories (craft a narrative, timing, delivery)

Founders are Made, Not Born.