Pitch Framework

Structures for presenting concepts clearly and persuasively. Used when generating Concept Briefs.

Concept Brief Structure

Every Concept Brief follows this structure:

1. One-Liner

A single sentence that captures the essence. If you can't say it in one sentence, the concept isn't clear enough.

**Formula**: [Action] + [for whom] + [unique mechanism] + [key benefit]

**Examples**:

• "A quest-based onboarding system that turns new hire setup into a game, cutting time-to-productivity by 60%."
• "A reverse mentoring platform where junior employees teach executives about emerging tech, building cross-generational understanding."

2. Problem

What pain exists today? Be specific and vivid.

**Formula**: [Who] + [experiences what pain] + [how often/severely] + [what it costs them]

3. Concept

How does this solve the problem? What's the mechanism?

**Elements**:

• Core mechanism (how it works)
• Key differentiator (why this approach vs. others)
• User experience (what does the user see/feel/do?)

4. Why It Works

What makes this concept compelling? Why will it succeed?

**Types of evidence**:

• Analogies that have worked elsewhere
• Research or data that supports the approach
• First-principles reasoning
• User psychology insights

5. Risks & Mitigations

What could go wrong, and what's the plan?

**Format per risk**:

• **Risk**: {what could go wrong}
• **Likelihood**: Low / Medium / High
• **Impact**: Low / Medium / High
• **Mitigation**: {specific action to prevent or address}

6. Next Steps

What would you do first to move this forward?

**Good next steps are**:

• Specific (not "do more research")
• Actionable (can be started this week)
• Time-bounded (has a deadline or milestone)
• Testable (you'll know if it worked)

Pitch Principles

Specificity Over Abstraction

• Bad: "Leverage gamification to improve engagement"
• Good: "A quest system where each completed onboarding task unlocks a new tool, with a leaderboard showing progress vs. cohort average"

Show, Don't Categorize

• Bad: "This is a B2B SaaS solution for the enterprise market"
• Good: "When a new VP of Engineering joins, they open their laptop and see a personalized roadmap..."

One Problem, One Solution

Each concept brief tackles one clear problem. If there are multiple problems, make multiple briefs.

The "Tell a Friend" Test

The one-liner should be something someone would actually say to a colleague: "Hey, have you heard about this thing that [one-liner]?"