In any pitch - whether it’s to make a sale, get a job, get a promotion, or fund an initiative - the story you tell is all-important. It has to inform, educate and (many times) entertain and inspire the audience, so that they ultimately say yes, and agree to whatever your “ask” is.

So how you craft that story is absolutely critical. From the key themes, to the overall flow/structure, to the specific messages/story points, to the facts and anecdotes that illustrate those messages, it’s essential to flesh out all of those elements.