© Haje Jan Kamps 2020
H. J. KampsPitch Perfecthttps://doi.org/10.1007/978-1-4842-6065-4_1

1. Storytelling

… And why a great story is so important
Haje Jan Kamps1 
Oakland, CA, USA

You may be tempted to believe that investors invest with their brains. They gather all the information available about a company, the market, and the surrounding big picture, plug it all into a spreadsheet, and then decide whether to invest or not. That isn’t the case, for two closely related reasons. The first reason is that investors are human, and humans naturally love stories and narratives. Being able to paint a picture of the problem you’ve perceived, how you’re going to address that problem, and how the world is going to be different once the problem is solved ...

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