The Role of a Judge in a Pitch Competition: Balancing Professionalism, Encouragement, and Insight

I’ve had the privilege of being involved in numerous pitch competitions over the years — both as a participant and as a judge. Winning the 2018 MIT Sloan Sports Tech Pitch Competition remains a career highlight, but it also gave me invaluable insight into what it feels like to be on the other side of the table. Having walked in the shoes of a participant, I know how nerve-wracking these moments can be, and as a judge, I’ve come to realise the immense responsibility that comes with the role.

Being a judge in a pitch competition is far more than just sitting at a table, listening, and handing out scores. It’s about fostering an environment that is professional, encouraging, and inspiring — even when you have limited understanding of the startup’s field or product. So how should you approach the role of a pitch competition judge, and make it a valuable experience for not only yourself but also for the participants?

1. Your Role is Not to Intimidate

It’s worth saying outright: the role of a judge is not to belittle, harass, or intimidate. Startups pitch because they’re seeking validation, feedback, and opportunities. This isn’t the moment for you to flaunt your knowledge or make them feel small. If anything, it’s the opposite — your role is to create an atmosphere where they can put their best foot forward.

This doesn’t mean you can’t challenge their ideas or ask tough questions. It’s about doing so in a way that’s constructive and respectful. After all, many of these founders are at the beginning of their journey, and your input could shape how they refine their business going forward.

2. Stick to Universal Business Questions

Not every judge will be an expert in the industry of the startups they’re evaluating. That’s okay, but it’s important to acknowledge this. If you find yourself in unfamiliar territory, avoid the temptation to critique something you don’t fully understand. Instead, focus on universal questions that apply to any business:

• What’s the problem you’re solving, and why does it matter?
• Who is your target customer, and how will you reach them?
• What’s your path to profitability or sustainability?
• What will be the key factor for you to scale?

These questions not only provide clarity but also ensure your feedback is valuable to both the startup and the audience, which may include industry professionals or potential investors.

3. It’s Not About You

When the time comes to ask questions, it’s vital to put your ego aside. Think about what the audience or the founders need to hear. This is not the moment to prove how clever you are or how much you know. Instead, focus on clarifying and consolidating the business’s value proposition. For example, instead of asking, “Why haven’t you thought about X?”, which can come across as accusatory, ask something like, “Could you expand on how you plan to overcome this particular challenge?” This approach is more constructive and shows genuine interest in their business.

4. Avoid Missteps Through Humility

Let me share two examples from events I’ve attended. At one pitch competition, a high profile celebrity, turned investor criticised a med-tech startup developing an AI-driven solution in its early stages. The judge didn’t understand the regulatory pathway or the long timeline for commercialisation and instead asked why the startup wasn’t it looking at generating revenue within the next 12 months. This question overlooked the fundamental nature of med-tech development and left the founder struggling to respond.

At another event, a judge unfamiliar with agri-tech berated a founder for showcasing a practice common in their region: burning crops before harvest to remove pests. The judge’s lack of cultural awareness led to a heated exchange, overshadowing the innovation behind the startup’s use of crop waste.

These situations highlight the importance of humility and cultural sensitivity. If you don’t know something, it’s better to ask open-ended questions than to risk undermining your credibility or alienating the presenter.

5. Think Beyond Yourself

Ultimately, your role as a judge is to benefit the startups and the audience. Your questions and feedback should be aimed at bringing out the best in the pitches, clarifying any uncertainties, and identifying areas for growth. Even if you don’t fully grasp the business’s potential, you can still ask questions that help the founders refine their approach or communicate more effectively.

For example:

• “What would you say to a sceptical investor?”
• “How does your solution differ from existing options?”
• “What milestones will you focus on in the next 12 months?”

These kinds of questions add value without assuming expertise.

Final Thoughts

Being a judge in a pitch competition is both an honour and a responsibility. You’re not just there to evaluate; you’re there to contribute. By approaching the role with professionalism, humility, and a genuine desire to help, you can make the experience more rewarding for everyone involved.

To all my fellow judges out there: let’s aim to inspire, not intimidate. Let’s ask thoughtful questions, offer meaningful feedback, and use our position to elevate these startups. After all, who knows? The next great innovation might just be in front of you.