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š¤« The secret structure behind the most successful Dragon's Den pitch ever
Ft. Sam Jones
Alex Merry
August 19, 2024
Sam Jonesā Dragonās Den pitch is considered to be one of the best of all time. Not only did it secure the investment, itās also been seen over Ā£1m times on YouTube. Today, his business is valued at over Ā£30m. His secret?
A two-part vision
Let me explainā¦
Nearly every pitch on Dragonās Den (including Samās) follows an āUrgency + Optimismā structure.
URGENCY
[Intro]: Who are you (and want do you want)?
[Problem]: What is the problem and who is experiencing it?
OPTIMISM
[Vision]: What change are you creating?
[Solution]: How are you creating that change?
[Traction]: How effective are you at creating that change?
[Ask]: What do you want and why should that excite them?
It is an incredibly effective formula and one you and should use when pitching for investment.
But what helped to separate Samās from the 1000ās of pitches the Dragons have had to sit through in their time is how he communicated his vision. Have a watchā¦ šæ
What Sam did was bring a false peak into the narrative of his pitch.
A false peak is a storytelling technique where we purposefully lead the audience to believe they have reached the climax, when the best is still yet to come.
Sam did this by breaking his vision down into two partsā¦
[Part 1] The Expected Vision š
āI believe that people should have a choice to stop this from happeningā¦ā
His whole pitch had been leading up to him saying this, so heās ticked the box, but heās not blown his pitch out of the park yet.
Instead of moving onto his solution like every other founder would, he then shares the second part of his vision.[Part 2] The Unexpected Vision š
āā¦ or even better, to earn from it themselves.ā
And in those 8 words, he took his pitch from good to great, and his product from ordinary to extraordinary.
Samās false peak narrative meant that when he delivered the second part of his vision, it took the Dragonās by surprise.
The result?
A memorable, MicDrop moment that separated him from everyone else. Techniques like this can make all the difference.
Itās why weāre introducing a Pitch Perfect session for members inside MicDrop.* A chance to pitch their business or their big idea and get live feedback.
If youāre fundraising at the moment, I hope this small tweak helps you communicate the true potential of your business.
Go get āem!
Alex
*MicDrop, my public speaking community for tomorrowās thought leaders will be opening itās doors to new members in October.
Iāll be launching the intake publicly next month, so if youāve been thinking about joining, now is the time to get on a call because if last time was anything to go by, itās going to get crazy!
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