Investors need numbers, I agree. Trends, market opportunities – all must be in the deck. But don’t forget – who are you solving the big pain for? When you are crafting your pitch, stay true to your gut. Get back to the basics. Who are you truly solving the pain for and how much will they love you for it? The way you tell the story can then be from a very personal perspective – either yours or someone close to you. People identify and resonate with stories. Stories are memorable and also you can’t really argue about the veracity of a personal story. There will be plenty of time for the facts and figures later – the story is the hook!