Every entrepreneur is told they need a perfect pitch deck and a unique selling proposition (USP).
But that’s a myth — and believing it can hold you back.
In this short coaching story, I share a session with a young entrepreneur whose business idea was excellent — but where he was in danger of falling into two common traps:
1. Focusing inward — on slides, words, and products instead of on potential customers.
2. Believing in “the perfect version” — thinking success comes once the deck and USP are polished, rather than adapting every pitch to every audience.
The truth?
Your offer only becomes unique when it connects your strengths to your customer’s needs.
This video explains how to make that shift — from talking about yourself to being curious about your clients — and how that changes every business conversation you’ll ever have.
I also introduce the Two-Minute Message framework, a simple and powerful way to prepare any pitch:
• Start with a blank sheet of paper (not slides!)
• Identify your hook, key message, supporting evidence, and call to action
It’s practical, flexible, and works for both startups and seasoned professionals.
If you’d like the one-page Two-Minute Message canvas, just reach out — I’ll be happy to share it.
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⸻ 👉 Full text:
I just finished a coaching session with a young entrepreneur. His business idea looks excellent — but I can’t help worrying.
He’s learnt that every entrepreneur needs a great pitch deck and a unique selling proposition.
And that sounds right… but it’s a myth.
Here’s why.
When you believe success depends on the perfect pitch deck or the perfect USP, you fall into a trap — actually, two.
Trap 1: your focus turns inward. You start thinking about your slides, your wording, your product — instead of looking outward, toward your potential customers.
Trap two: you start telling yourself, “Once I’ve nailed my deck and my USP, I’m ready. I’m done.” But you’re not. Every time you pitch — to a client, an investor, or a partner — you need to adapt your message. There’s no single, perfect version. There are hundreds, each one tuned to a different person or situation.
It’s not a one-time effort that ends when the slides look great. It’s a continuous series of conversations — from the very beginning of your business to the end.
So what’s really “unique” in a Unique Selling Proposition?
It’s not your product. It’s what you propose to do for a specific person, company, or market. Your offer only becomes unique when it connects your strengths to their needs.
The “unique” in USP doesn’t describe you — it describes the relationship you create with your customers.
That shift, from talking about yourself to being curious about your clients, is powerful. It changes the way you communicate. It turns an ordinary presentation into a conversation that matters.
That’s why I use the Two-Minute Message framework, by William Freeman. Every pitch starts with a blank sheet of paper — not a slide deck. And my preparation begins with notes on my audience and what I want from the encounter. Then I write down four things:
1. A hook that captures attention.
2. A single key message.
3. Support for that message — examples, data, or stories.
4. A wrap-up, with a clear call to action.
A blank sheet of paper — that’s the place to start.
It’s simple, economical, and it works — whether you’re in a two-minute meeting or a three-hour webinar.
I’ve captured this framework in a one-page canvas, which I shared with my client.
And if you’d like it too, just get in touch — I’ll be happy to send it to you.
⸻ 👉 To go further:
📖 Something’s Troubling Me – my book on authentic communication and difficult conversations
🌐 More articles, videos, tools, etc. : https://iconda.solutions and look for the RESOURCES menu
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