When pitching our new venture in the healthcare industry, we discovered that there are 2 totally different pitches, one to industry insiders, and one to complete outsiders.

• The insiders usually get the idea in a second, so the pitch switches to why they should join (and change the way they have been working for decades)

• The outsiders do not have the context and don’t understand the jargon of what we are doing. It requires an extra step back to explain the idea. When that is done though, they understand instantly why people should join.

In meetings, my partner and I are adjusting. I step forward in discussions with industry outsiders, while she leads the story for healthcare insiders.