Our brains are wired for stories. As a civilization, we have used stories for generations as a way to pass along information. A good story engages us and has the power to drive us to action.
Of all the types of stories, there is one type of story that stands out -- The Hero's Journey. This same story arc can also be used to deliver a compelling idea pitch.
Different people — entrepreneurs, customers, investors, advisors, all see your idea differently. When pitching, you need to be aware of the worldview your audience uses and adapt accordingly.
Don't try to change a person’s worldview but rather frame your story in terms of their pre-existing worldview.
When entrepreneurs are hit by an idea, they are naturally drawn to the solution box and often spend a disproportionate amount of time designing or building their solution (alone). They fall in love with “awesome”. Sometimes that awesome is truly awesome for other people. Most of the times, however, it’s not.
The solution box was made purposefully small on the canvas to:
Defining a true unfair competitive advantage
When customers view your product or startup, they don’t care about your solution. They are already constantly bombarded with enough product offerings.