How do you pitch your innovation ideas to different audiences?

From personal experience, I learnt that one critical step is not getting a "no/ disapproval/ disinterest" at the beginning, which would be hard to change. How to do it? Simple? Don't start with your idea, or the solution, but with the problem, especially one which was already expressed by stakeholders? By stakeholders I don't mean just decision factors but anybody who could influence the decision... which are not always obvious. Showing that you care about same issues creates more interest, at lest enough to let you time to expose your potential solution. If the solution can be linked to their expectations is even better. Moreover, getting allies, by mentioning you were inspired by other involved stakeholders activities is a plus.

Innovation usually means taking a risk - doing something differently, challenging the status quo and perhaps breaking established norms or rules. So to talk about innovation is to talk about risk. You may not know your audience well (if at all) depending on what you're pitching so you have to consider what the different perspectives on risk-taking might be and how they might be mitigated. One of my favourite innovation frameworks is the 70-20-10 rule to manage risk. Spend 70% of your resources (say budget) on doing what you are confident will work based on knowledge, experience and testing, 20% on the next risky, and 10% on the highest risk/unknown. This is flexible enough to take 'small bets' on innovation without betting the farm.

Even if you don't have time to research your audience beforehand, asking them some clarifying questions when you meet them can help you bring out the key points. For example, you can understand if convenience or cost is a bigger priority to then amplify the relevant features of your solution to how they respond.

Extremely important! Not only to anticipate questions and objections, but hoelw to spread your message and prepare your speech. Storytelling is key!

In the realm of data analytics, consider it like getting to know someone's favorite song before you play them some music. Take time to research their goals, challenges, and what they like. This way, when you present your idea, it's like singing their favorite tune – it resonates. It helps you anticipate their questions and concerns, making your pitch more effective. This approach isn't just about being friendly; it's about being effective. It's like speaking their language and showing that you've got their best interests at heart. And in the world of data analytics, where every insight counts, this personal touch can make a significant difference.

Learning audience jargon is always a plus, especially when is not you domain. Even if it's not perfect, and even when you make mistakes, this shows an interest to understand their domain and increases audience's trust. The "tone" is also important, never trying to teach the audience, but to propose a perspective, preferably a well documented and professional one, which is possible without acronyms and fancy terminology. Being humble doesn't mean you're stupid. Being arogant means you are. Just a personal opinion.

Certainly, speaking your audience's language is like finding the right channel on TV; it ensures they're tuned in. After understanding them, tailor your message with their words, not your jargon. Highlight what matters most to them - the benefits and how it addresses their challenges. Also, be honest about any potential hiccups. Often than we realise, your pitch's style is like the choice between a business meeting and a friendly chat, it should match their vibe. Flexibility in tone, like switching between formal and casual, can make your idea more appealing; it's like making sure everyone's watching the same channel and enjoying the show.

It's very important to use words and language they understand. Don't use overcomplicated business or technical jargon. Keep it simple, use words you would use when explaining something to an outsider to the topic.

One of the main rules is to think in terms of “What information does this audience care about and truly need” instead of trying to say everything YOU know about it. This will help you prepare a concise, to the point message that the audience will benefit from.

Your pitch should focus on adding value to your audience. It should not be centered around your idea, the technology or the innovation itself. If you can structure your pitch to alleviate one of your audience's pains, then you've got real chances of gaining their support. However, it′s important to understand that sometimes they might not even be aware that they have a pain than can be solved. So your pitch should promptly address this issue. For instance, "We/You are experiencing situation X that costs us.... The good news is that with this technology / idea we could potentially reduce..."

Personally, I benefited from my training and exoerience, as business analyst. I took me some time to understand that my opinions/ perspectives are not so important and trying to understand stakeholders' perspective. Starting by mentioning the assumptions I started from, being correct or not for my audience, was always helpful.

An interesting approach is to first talk about how you are solving the problem, then introduce your company and maybe team. The rest of the pitch can follow post that.

I find very useful to share the presentation with a couple of colleagues for a peer review. It is good to have some feedback and hear other points of view before the pitch day.

After all that prep, read the room, sometimes you might need to pivot on the go. Your prepared pitch or approach might be something they dislike. Once i use design thinking as my go to point and the investor expressed skepticism on the tool. Had to change my script on the go!

Always conduct a risk analysis. As agile as you wish, but this step is crucial. Your innovation idea might be just excellent, but not for this organization at this moment. Your pitch should effectively address the risks for two reasons. Firstly, you want to demonstrate that you are not simply "throwing" a cool idea; rather, you understand the business and its present situation. Secondly, your intention should be to secure well-informed support from your audience, ensuring that they comprehend the whole picture, thus preventing potential second thoughts in the following days. I′d recommend to consider three broad categories of risk: technological, strategic, and, perhaps the most important and underestimated, the resistance to change.

I honestly believe that genuine interest in a certain domain, in solving a specific problem, presented in an authentic way, consistent with one's personality, even if it's not perfect, would induce more trust from your audience. Being yourself, if you believe in what you're presenting, could transcend any difference in background, culture or position. I learnt this, being more than surprised, during my first speaking experience, where I had zero expectations, as an engineer, presenting in English, a language I learnt mostly by myself, in front of many executives, and being one of many speakers, experienced consultants/ managers from big companies, native English speakers. However, the audience had other criteria, which I understood later.

Maybe it would be nice to add an example of what can be considered a succesful pitch. It helps to connect all the points that were mentioned in the article.

Adaptability, akin to a skilled musician changing their song based on the crowd's vibe, is about reading your audience. It means being flexible in your approach, ready to modify your message, tone, or the level of technical detail to match their needs and expectations. Empathy is the emotional connection you establish. It's about understanding your audience's concerns, needs, and desires. Just as a heartfelt melody can move people, showing that you genuinely care about addressing their challenges and goals can resonate deeply. These qualities together create a symphony of communication. Adapting to your audience demonstrates that you're listening and responsive, while empathy fosters trust and a sense of shared purpose.