Pitchcraft
When you present to a board, to potential investors, they ask themselves some questions about your new project:
Is there a problem?
Do I like the solution—is it free, instant and certain, or at least close enough to be interesting?
Are you the one to take this problem on and create this solution?
Is the way you’re doing it the way I would do it?
And, is it urgent, or can I wait?
Note that the order of the questions matters a lot. If you bring me a solution for a problem I haven't been sold on, you lose. And if your solution is risky and difficult, I'm almost certainly going to work hard to begin diminishing the problem in my mind, because no one finds it easy to walk around with a difficult problem.