Even the biggest companies can slip up when it comes to delivering an investor pitch. A perfect example? Apple, Inc. Let’s take a look at what you can learn from their experience to ensure your next pitch is a success.
Apple: Love Them or Hate Them, They’re a Powerhouse
There’s no denying that Apple has a unique ability to make millions of people around the world eagerly line up for a product they don’t need. The reasons for Apple’s success are numerous, but one key factor has always been their ability to captivate an audience. And that’s thanks in large part to one man: Steve Jobs.
Steve Jobs: The Greatest Showman
Steve Jobs (1955 – 2011) wasn’t just an entrepreneur and inventor; he was a master communicator. Under his leadership, Apple achieved incredible success, becoming one of the most valuable companies in the world. But what really set Jobs apart wasn’t just his vision—it was his ability to inspire.
I’ll admit, like many tech enthusiasts, I would stop everything to watch Jobs unveil Apple’s latest products. For me, it felt like Christmas Eve waiting for Santa. Jobs had this incredible knack for making us believe that the next iPhone, iPod, or MacBook wasn’t just another gadget—it was a life-changing experience.
Tim Cook: A Great Leader, But Not the Same Frontman
After Jobs passed, Apple appointed Tim Cook as CEO in 2011. Cook had an impressive resume, with leadership roles at IBM and Compaq before joining Apple in 1998. On paper, he was the perfect successor—more formal education, extensive experience, and a solid track record in operations.
But here’s the catch: being a great leader doesn’t always translate to being a great frontman. In 2014, when Apple launched the iPhone 6 and iPhone 6 Plus, I was excited as usual. But after watching Cook’s keynote presentation, I felt… underwhelmed. The facts were all there, the products were solid, but something was missing.
Where Jobs would have inspired me to preorder on the spot, Cook’s delivery didn’t have that same spark. I didn’t feel like my life would change with the new iPhone. So, for the first time in a while, I skipped the upgrade.
The Lesson for Your Next Pitch: Inspiration Over Information
Does this mean Tim Cook was the wrong choice for CEO? Absolutely not. He’s been a highly effective leader. But he wasn’t the right choice as Apple’s frontman.
And that brings us to the key lesson for your next investor pitch: the person delivering your message needs to inspire. While the CEO might be the brains behind the operation, they aren’t always the best person to present your vision.
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The #1 Criteria for Choosing Your Frontman: Communication
It’s rare to find someone who is not only a great leader or inventor but also an inspiring communicator. The most important quality for your frontman isn’t their technical knowledge or position within the company—it’s their ability to connect with people.
Ask yourself one question: Who is the best communicator on your team?
This is the person who can grab attention, inspire confidence, and make people feel excited about your company’s vision. They understand the difference between influence and manipulation, and they can clearly communicate how your product or service will make a difference in the world.
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Many of the most successful leaders in history weren’t the smartest or most experienced—they were the ones who could inspire and engage others.
Final Thought: Nail the Communication, Nail the Pitch
As you prepare for your next investor pitch, remember the lesson from Apple. It’s not enough to have great products or a solid business plan. You need a great communicator at the helm—someone who can inspire investors, not just inform them.
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Get the right frontman, and you’ll have your audience not just listening, but fully engaged and excited about what you have to offer.