A few years after starting my business, I heard that one of my customers had hired a well-known actor as a pitch coach for their startups.
My first reaction? Starstruck. My second? Self Doubt.
I thought to myself: “That is so smart…” and suddenly I started questioning my own path. Who wouldn’t want to be coached by a professional actor? Surely it must be more fun than working with me. For a moment, I even wondered if I should continue with my business at all.
But the very next day, I rolled up my sleeves and kept going. And I’m glad I did. Because in the next cohort, the actor was gone.
Over the years - coaching TED speakers, startup founders, and top executives - I’ve seen the same pattern again and again. Big names bring in an actor to prepare their leaders or founders. Everyone gets excited, a little starstruck. They learn about voice, presence, and drama. But when the big moment comes, it falls flat. And soon enough, the actor is gone.
I realized early on why. It didn’t work because it was all an act.
Why Authenticity Beats Acting Every Single Time
2 years ago I coached a founder who had actually been an actor in his early days. The moment he stepped on stage, you could tell he loved it. He had a deep, confident voice, perfect pauses, and commanding gestures. It was a performance worthy of a theater stage. I was drawn in at first. But then I asked myself the real question: would I invest in him?
My answer was clear. Never.
Because it wasn’t him. It was an act.
And in business - whether on a TED stage or in front of investors - an act always fails. It might look good, but it doesn’t build trust. And trust is everything.
When I watch TED talks, the best ones are never flawless performances. They are the ones where you feel the real person behind the idea. With all their quirks, habits, and imperfections. That’s what makes it authentic. That’s what makes it believable.
And authenticity is what creates trust.
Trust Is the New Gold
We live in a world that is obsessed with the hype of AI and performance. More clicks, more views, more polish. But investors have never been more allergic to performance. They’ve seen too many founders who looked the part but couldn’t deliver. Too many decks that dazzled but didn’t add up. Too many flawless pitches that led nowhere.
What they crave now is trust. I see it everywhere - and not only from investors but also customers. They want authenticity, honesty, and clarity. Not a show. Not a character. Not a performance.They want you to show them the real you - so that they can trust you.
That brings me back to another founder I coached a few months ago. She had gone through an accelerator where her pitch coach was a well-known actor. She loved the sessions. And yes, she had learned valuable skills: how to command a stage, use her voice, create presence, and even build drama with pauses.
But when she pitched to investors, nothing happened. She felt that something was missing, but she couldn’t put her finger on it. Until our session. Then it all started to click.
She realized that the performance was never the problem. It was the strategy. The content. The way her story connected to what investors actually needed to hear. Once she understood that, everything changed.
Because behind my pitch model, every step is designed for one purpose: helping investors understand - clearly, quickly, and powerfully - why this matters, why it’s impressive, and why you are the founder to back.
So today I wanted to share my 3 rules that have helped numerous founders.
If you are aiming to pitch to investors and customers, I hope these ideas will help you.
Let’s dive in..
Rule 1. Focus on content before performance
Performance can make a good pitch better, but it can never save a bad one. What matters most is the content. Is it clear? Is your value creation obvious? Are you following a narrative that makes sense from the investor’s perspective? Do you highlight not just what you’re building, but why it matters and what’s in it for them? And above all - are you showcasing your grand vision? A strong pitch doesn’t impress by delivery alone. It impresses because the message lands with clarity and impact.
Rule 2. Choose authenticity before perfection
Perfection is boring. Authenticity is magnetic. The founders who win are the ones who bring their real selves on stage. That means speaking in your own language, moving in your natural body language, and showing your quirks instead of hiding them. Learn 85% of your manuscript so you can drop the script when needed and stay present. Show that you are human, passionate, and fully committed to your vision. Investors don’t want the “perfect CEO.” They want the real founder they can trust with their money.
Rule 3. Prioritize simplicity before sophistication
Founders often believe that fancy words and complex explanations make them sound smarter. The opposite is true. Complexity kills clarity. The faster an investor understands your idea, the faster they trust you. Use simple, direct language. Strip away jargon. Make it easy for them to see the opportunity and get excited about it. When your pitch is simple, it feels confident. And confidence builds trust.
The Bottom Line
Pitching for investors is not an act. It’s the real deal.
A pitch might only last three minutes - but those three minutes can make or break your chance at investment. Just like the first date, if you blow it, you may never get another one.
And the best pitch you will ever give isn’t the one that looks perfect. It’s the one that makes people believe in you. It’s the one that is the foundation for trust.
That’s all for today.
See you next week!