How To Use Psychology To Pitch Your Next Big Idea

This expert opinion by Soren Kaplan, author of Experiential Intelligence, was originally published on Inc.com.

I’ve spent decades working with startups, corporate innovators, and leaders driving transformation. Across all these environments, one thing holds true: a good idea isn’t enough.

Whether you’re seeking funding, alignment, or permission to move forward, the way you present your idea often matters more than the idea itself.

Especially now. With AI accelerating innovation and an explosion of new products, services, and business models, pitching new ideas has become a critical part of the modern leader’s toolkit.

But what separates the pitches that resonate from those that fall flat? Psychology.

The Psychology Of The Pitch

Great pitches tap into what motivates people at a deep level and how they think, both consciously and subconsciously.

Behavioral psychologist Daniel Kahneman famously distinguished between two systems in the brain: “System 1”, which is fast, emotional, and intuitive, and “System 2”, which is slow, logical, and deliberate. If your pitch doesn’t trigger System 1 first, System 2 may never show up.

That’s why the concept of “surprise” is so powerful. In my first book Leapfrogging, I show how the brain is hardwired to pay attention to the unexpected. When we experience positive surprise, it breaks our mental patterns and forces us to engage. A highly provocative question or unique story does exactly that.

“Belonging” matters too. People are more likely to embrace ideas when they feel aligned with something bigger than themselves. Your pitch should signal not just what the idea is, but who it’s for, and who they’ll become by saying yes to it.

Finally, urgency motivates action. Create tension between where we are now and what’s possible if we take immediate action. Burning platforms move people.

Build Your Psychologically-Savvy Pitch

Like I’ve said before, a solid business pitch covers the basics: a big idea, clear market need, your unique solution, and how it all adds up to a winning business model. These are table stakes. But the real difference lies in how you deliver them.

What separates a decent pitch from one that sticks is less about the content and more about how it hits emotionally. That’s where psychology gives you an edge.

When you pitch an idea, you’re not just conveying information. You’re guiding someone through a shift in beliefs. About the problem, the solution, and their role in making change happen. That means the most effective pitches don’t just make a business case. They elicit emotion, change minds, and inspire action. 

Here’s how to do just that:

1. Open With A “Question Hook”

Start your pitch by capturing attention and creating immediate interest. A provocative question is one of the simplest ways to spark curiosity and emotional engagement. Try something like:

“What if finding the ketchup in a grocery store was as easy as using Google Maps?”

Or:

“What if you could build an entire web application in five minutes from a simple spreadsheet?”

These types of questions disrupt traditional thinking and immediately frame the conversation around a meaningful problem and an unexpected solution.

2. Use A Story To Frame The Problem

Stories are how our brains make sense of the world. A short, vivid narrative builds emotional connection and makes the problem relatable. Maybe it’s a story about a single mom juggling three jobs and struggling to find childcare. Or a frustrated hiring manager overwhelmed by resumes that all look the same.

Even better if the story includes yourself, and you highlight your own struggles and pain points. The more personal the better.

Stories help people feel the pain before you introduce the logical solution to fix it.

3. Position The Solution As A Path To A Better Self

People are motivated by what aligns with who they want to become. That means your pitch should go beyond fixing a problem. It should help your audience see themselves thriving in a new, better reality.

Whether it’s about saving time, gaining confidence, or building community, position your idea as a way to help them or their customers get closer to the best version of themselves.

4. Offer Just Enough Proof

Too much data can be overwhelming. Just enough proof creates confidence. Focus on the essentials: quick metrics, a relevant case study, or a clear analogy. Share something like:

“We’re the Open Table for kids activities.”

Or:

“We’ve shown people save four hours per week.”

Include several reinforcing proof-points. Keep them short, sticky, and relevant to the context. The goal is to help your audience feel the idea’s viability, not drown them in details.

5. Close With Urgency And Shared Purpose

The best pitches end with momentum. Make it clear that something important is happening now and your audience has a role to play in shaping the future.

You might say: “We’re at the tipping point, so what we do in the next three months will shape the next three years.”

When people believe in both the mission and their power to move it forward, they’re far more likely to get on board.

The Psychology Of Influence In Action

Whether you’re pitching a new startup to investors, a new product to leadership, or a new initiative to your team, success depends on how well you connect the dots between emotion and logic, story and strategy, belief and action.

That’s the real secret behind powerful pitches. They don’t just communicate ideas. They reshape what people believe is possible.

That’s what gets people moving.

And if you want a proven structure to apply these insights, try check out my Innovation Master Class to help you build your pitch, or join my email list for exclusive insights, tools, and resources.