How2 Be Heard: Your Guide to a Compelling Vision, Pitch, and Helicopter Pitch
In a world full of noise, your product idea needs to be heard, but a great idea isn't enough; you need to communicate it clearly, concisely, and compellingly.
The secret is knowing which tool to use for the job. Is a high-level vision what's needed, or a detailed pitch? Or do you only have 30 seconds to make an impact with a "helicopter pitch"?
This guide breaks down the three essential communication tools every product professional needs, explaining their purpose, when to use each, and, just as importantly, the traps to avoid.
The Three Tools of Persuasion
Each tool serves a distinct purpose and is designed for a specific audience and situation. Knowing the difference is key to getting buy-in and moving your product forward.
The Vision: This is the long-term, aspiration goal. It's the "why" behind your product that inspires your team and aligns stakeholders. It should be broad, emotionally resonant, and simple enough to fit on a t-shirt.
The Pitch: This is a more detailed, problem-solution narrative. It's designed to secure resources, get budget, or convince a new customer. It should be data-driven, practical, and clearly outline the value proposition.
The Helicopter Pitch: This is a concise, high-level summary. It's your "elevator pitch" for senior leaders or busy executives who have no time for detail. It's a hook designed to get their attention and earn a follow-up conversation.
How to Get Started: A Few Hints to Build Each One
You don't need a formal template to start drafting these ideas. Here are some questions and structures to get you started on the right foot.
Crafting Your Vision
Think big and focus on the future state. Your vision isn't about what the product does today, but the ultimate impact it will have. Ask yourself:
What is the ultimate, long-term problem we are solving?
How will our product fundamentally change the lives of our customers or the market?
If we succeed, what will the world look like in 5-10 years?
Structuring Your Pitch
A great pitch follows a simple narrative arc: Problem → Solution → Value. Start by clearly defining the current pain point with a data point or compelling story. Then, introduce your solution as the answer to that problem. Finally, articulate the clear, quantifiable value you will deliver, such as increased revenue, reduced costs, or improved efficiency.
Nailing Your Helicopter Pitch
This should be quick and compelling. Focus on a simple structure to ensure you hit all the key points. Think about filling in the blanks to quickly explain your value: "We help [Target Audience] do [Core Task] more effectively by [Unique Solution]." The best pitches also lead with the most compelling part—often the problem or the unique solution itself.
When to Use Each and How to Avoid the Traps
Using the wrong tool for the job is a common pitfall. Here’s a simple guide to help you choose the right approach.
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When to use it
All-hands meetings, strategy sessions, onboarding new team members
When not to use it
When requesting a specific budget or a concrete decision; it's too abstract.
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When to use it
Budget meetings, investor presentations, sales calls
When not to use it
In a hallway conversation with an executive; it's too long and detailed.
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When to use it
Chance encounters, brief Q&A sessions, summarising for senior leadership
When not to use it
In a detailed planning meeting; it lacks the necessary substance and data.
Remember
For the Vision: Focus on the future state. What will the world look like once your product has succeeded? Start with "Imagine a world where..." and build from there.
For the Pitch: Know your audience's concerns. Is it cost, time, or market share? Frame your pitch to directly address their priorities and use data to back up your claims.
For the Helicopter Pitch: Follow a simple formula: "We do X for Y to achieve Z." Fill in the blanks with your core value proposition, your target audience, and the desired outcome.
By mastering these three communication tools, you can ensure your ideas don't just get heard they get action.
Ready to Master the Pitch?
If you want a step-by-step guide to crafting a compelling vision and pitch that gets results, we have a practical framework and templates designed to help you get started. Drop us a mail