The most impressive part of their pitch wasn't in the pitch.
I was coaching a team of young startup founders preparing for an investment pitch. Some were still at university. Their concern? That older investors wouldn't take them seriously. Their pitch was solid. But I noticed one section that was particularly impressive — a piece of insight that showed real depth of thinking. So I suggested we take it out. Instead, we seeded a question in the pitch that would naturally prompt an investor to ask about it. Then we prepared a polished, seemingly off-the-cuff answer. 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁 𝘄𝗮𝘀 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲. When the question came—and it always came—they delivered an answer that made them look sharp, prepared, and deeply knowledgeable. The credibility boost was visible. You could see the investors lean in. But here's what mattered more: it boosted the founders' confidence. They saw the strategy work exactly as planned. Suddenly, they weren't nervous kids hoping to be taken seriously. They were founders who had just demonstrated command of their space. Psychologically, an impressive answer lands differently than an impressive slide. When it's part of your prepared talk, the audience expects polish. When it comes as an answer to 𝘵𝘩𝘦𝘪𝘳 question, it feels spontaneous. Authentic. And far more credible. The trick is two parts: craft the answer, and seed the question so it gets asked. What's something you've strategically held back to make a bigger impact later? 😉