Most pitch decks don’t fail because the startup is doomed (though I’ve explained how we know that’s the case just from how you pitch, here). They fail because the founder is thinking in PowerPoint instead of economics, incentives, and narrative logic. Every founder asks for the template to follow, as though there is some magic ideal that investors are seeking; that’s the wrong approach however, starting with a template is the ideal way to force your thinking to be concise and clear, critical because what you’re doing is telling a compelling story that appeals to everyone (yes, everyone; you’re taught to pitch to investors, and there is a reason for that which I’ve also explored, but ideal is appealing to everyone). There isn’t a better startup pitch, but there is a methodology to a better startup pitch. To get there, I push founders toward Guy Kawasaki’s 10-slide pitch deck; not as a pitching format, but as a diagnostic tool. Used properly, it’s less a presentation and more an MRI for your business thinking.
The Kawasaki deck is often misunderstood as “the right way” to pitch. It’s not. It’s too rigid, too generic, and frankly too optimistic to be a great investor deck on its own. What it is, however, is an exceptionally good forcing function. Ten slides, minimal text, one idea per slide. That constraint does something most founders desperately need: it strips away narrative camouflage – You can’t hide behind paragraphs; You can’t bury uncertainty under screenshots; You can’t confuse activity with value; You’re forced into first-principles thinking and actual storytelling instead of informational dumping.
Kawasaki even establishes this noting right up front something most founders fail to embrace, “The purpose of a pitch is to stimulate interest, not to cover every aspect of your startup and bludgeon your audience into submission. Your objective is to generate enough interest to get a second meeting.”
With this firmly in mind, hopefully you can appreciate that a perfect pitch does NOT get you funding and isn’t even for investors, it’s to get your audience to the point that they’re willing to invest more (time). In a world where 90% of startups fail, the trick to that isn’t being perfect, it’s catching where your story fails so that you avoid a “no” simply because of a gap.
When I use this with founders, I have them fill out the slides in the prescribed order first. Problem, solution, value proposition, underlying magic, business model, go-to-market, competition, team, projections, ask. That forward motion mimics how founders naturally think: idea first, money later. But that’s not where the real value is. The real value comes when I tell them to start over at the end and work backwards, interrogating whether each earlier slide actually earns the right for the next one to exist.
The Fastest Way to a Better Startup Pitch Is Running Your Deck Backwards
Slide 10, start with your ask, where most decks confess their sins. The ask, when seeking funding, is often a number that feels emotionally correct rather than economically inevitable. If you’re raising $3M, the immediate backward question is whether the financial projections actually require that amount or whether it’s just a culturally inherited seed-round number. If your projections show modest revenue growth, slow hiring, and conservative spend, the ask is lying. Investors notice. Most VCs and Angels won’t say it out loud (usually because they know it’s wrong but don’t know why), the mismatch registers as either inexperience or opportunism.
Before we explore how this makes sense as your test, let me point out that most of you are not and should not be pitching for funding. Maybe you’re seeking partners, co-founders, or customers. The logic is the same: that ask might feel correct, but what matters is whether or not what precedes it justifies the risk that party would take by getting involved.
Next in our test is working backward, bringing us to slide 9.
Slide 9, financial projections, which fall apart if it doesn’t justify the ask. Projections fail when they are arithmetic instead of causal. Most of what you do is arithmetic – you filled out the business model or financial projection template and reported it here. Revenue curves that go up and to the right without any explanation of what actually drives customer acquisition, pricing power, or retention are decorative, not predictive. If the projections don’t clearly explain how capital converts into growth, the ask above them is exposed as narrative fiction.
Slide 8, the team, often tries to compensate for weak projections with résumés. This is where founders say “former Google” as if that explains execution risk. Going backward, the question is whether this specific team is plausibly capable of delivering the financial outcomes claimed. Usually (in my experience) that’s not the case, I find myself mentoring founders thinking, “that’s great but YOU can’t do that.” If the projections assume enterprise sales cycles and regulatory navigation, but the team has never sold into enterprises or navigated regulation, the slide isn’t supportive, it’s contradictory.
Slide 7, competition, which is where your attempt at honesty and your confidence in your ability actually dies. This backward logic matters here. If your go-to-market assumes rapid adoption, low friction, and cheap acquisition, but your competitive slide pretends there are no alternatives, the story breaks. Markets with no competition are usually markets with no urgency. A weak competitive analysis undermines confidence in the revenue assumptions that follow it. Hopefully you’re seeing how that’s obvious in your own deck… “we plan to scale quickly through CPC ads and our newsletter.” Great, except there is a competitor that crushes you at that AND worse, you don’t even have the person on the team who knows how.
Slide 6, go-to-market strategy, is one of the most common failure points when examined backward. Hell, it’s the most common point of failure in general. Founders describe channels instead of mechanisms. “We’ll use partnerships” or “we’ll do content marketing” are not strategies; they’re tactics without proof. If the business model depends on scale efficiencies, but the go-to-market relies on founder-led hustle that doesn’t scale, the deck is internally inconsistent.
Slide 5, the business model, often looks clean until you compare it to the value proposition above it, so this is where pricing fantasies show up. If your value proposition claims mission-critical impact, but your business model prices like a nice-to-have SaaS tool, something is wrong. Conversely, if pricing assumes high willingness to pay but the value proposition only saves mild inconvenience, the economics don’t clear.
Slide 4, underlying magic (which, by the way, is competitive advantage or your moat in more common parlance), is where technical founders overestimate differentiation. Backward analysis exposes whether the “secret sauce” actually supports the value proposition or is just interesting (or egotistical) engineering. If the value proposition promises defensibility, but the underlying magic is easily replicable, investors will mentally compress your margin assumptions to zero. Not just compress your assumptions, it drops to zero and you’re done.
Slide 3, the value proposition, fails when it doesn’t logically resolve the problem it claims to address. Working backward, if the solution is narrow but the value proposition is broad, you’re inflating impact. If the value proposition is vague, everything downstream becomes speculative. Investors don’t fund vagueness; they discount it. Can you see how backwards works magic now? Here, you’re making a promise… and we can now see… based on your ask, based on the team and competition, and based on the business model and underlying magic, can they even deliver this value proposition?? No? You’re done. Notice how working forward, your value proposition is developed because of what you want it to be and what you hope to communicate, but you’re not creating any value if you can’t.
Slide 2, the solution, is often mistaken for the product demo. Backward scrutiny asks whether the solution actually delivers the value promised or merely pushed toward it while you have to be able to deliver more than a product. Features are not outcomes. If your value proposition is about cost reduction, but the solution requires significant integration effort, the contradiction is obvious.
Slide 1, the problem/opportunity, is where everything either holds together or collapses completely. More meaningfully, because I find Lean Startup screws most of you up, Kawasaki points us to think in terms of “opportunity” as much as problem. Too many founders are fixed on problem thanks to things like the Problem Solution Statement, disregarding almost entirely that all that actually matters is that there is an opportunity here. In many ways, the problem itself is safely presumed (though in fairness, most of you get that wrong too). When examined backward, the problem must be severe enough to justify the solution, valuable enough to support the business model, urgent enough to enable the go-to-market, and costly enough to rationalize the ask. Most problems fail this test. They’re interesting, not expensive or annoying, not existential.
Pitch Better
Why the Kawasaki deck works is not as a pitch, but a stress test. It exposes narrative gaps, economic inconsistencies, and wishful thinking with brutal efficiency. It breaks founders out of the 20-slide, paragraph-heavy habit that signals confusion more than sophistication. And it gives you an early warning system: long before the market rejects your startup, your own deck will tell you whether it deserves to.
The trick though isn’t even working through his 10 slides (which I demand you do), it’s that forcing function then making it easy to work backwards. You can work backwards with any pitch deck, and believe me, I have, with founders who feel they need 20 slides (I won’t if you send me 30).
If you can’t make the story work backward, help (be that funding, co-founders, partners, or advisors) won’t save you; it will only make the failure more expensive. Try whether or not your pitch survives its own logic when you stop moving in only one direction. In my experience, it won’t.