A pitch without structure is just enthusiasm. Enthusiasm without structure is easy to say no to. Pitching is ancient, and follows a simple structure, a priority of sequence of information to help people understand what is being asked of them. 

Structure is what makes a pitch followable, credible and actionable. Here are three frameworks as an example (there are countless more) use the one that fits your context even if only for practice. .

Framework 1: The Problem-Solution Pitch

Best for: funding applications, partnership proposals, new service pitches

  1. The world as it is: Paint the picture of the current problem. Use data, story or both.
  2. Why it persists: What’s getting in the way of this being solved?
  3. The world as it could be: What does success look like?
  4. Our solution: What you’re proposing and why it works
  5. The evidence: Proof it can deliver
  6. What we need: The specific ask
  7. The next step: One clear action

Framework 2: The STAR Pitch

Best for: job interviews, speaking pitches, media appearances

Situation: Set the scene

Task: What needed to happen

Action: What you specifically did

Result: What it achieved

This works because it’s concrete, credible and shows rather than tells.

Framework 3: The ‘Elevator’ Pitch

Best for: networking conversations, conference introductions, short-form opportunities

  1. Who you are (one sentence)
  2. Who you help and what you help them do (your professional brand statement)
  3. One proof point (the most impressive relevant thing you’ve done)
  4. The invitation (what you want to happen next)

Total time: 60-90 seconds maximum.

Common structural mistakes

  • Starting with the solution before establishing the problem
  • Spending too long on the problem and not enough on the solution
  • Burying the ask at the end after the audience has already made up their mind
  • No next step – leaving the conversation with nothing to hold onto

Exercise

Using the framework most relevant to your pitch from last lesson, write the full structure. Aim for the whole thing to take no more than 5 minutes to deliver.

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