Introducing your Startup with “Why & So What”
Too many startups describe their businesses by telling you how they’re built instead of focusing on what they do, for whom, and why it matters.
I met a founder recently who introduced their startup with: "I’m building an AI-enabled...". I almost immediately started tuning out, not because AI isn’t exciting—but because they launched into answers to questions I hadn’t asked yet.
This happens all the time. Founders struggle to introduce their businesses in a way that resonates. They get caught up in technical details, buzzwords, or product mechanics instead of leading with clarity and impact.
The Problem: Founders Suck at Introducing Their Startups
A startup introduction should be concise, compelling, and memorable. But too often, founders make these common mistakes:
❌ Leading with technology instead of value—Customers and investors care about outcomes, not just features.
❌ Overloading with jargon—Complex explanations dilute clarity and engagement.
❌ Skipping the “So What”—If people don’t understand why your startup matters, they won’t care.
The Solution: XYZ Statements
To improve how founders introduce their startups, I recommend using XYZ Statements—a simple framework that breaks down your business into three essential components:
✅ X = What we do
✅ Y = For whom we do it (I usually put this before the "What")
✅ Z = The value/benefit it creates
This structure ensures that your introduction is clear, relevant, and engaging.
Examples of XYZ Statements
Here’s how I often introduce Solve For (X), LLC:
Pre-Funding: (X & Y) Solve For (X) helps founders build their fundraising materials (decks, models, plans, memos)... (Z) so they can raise with more confidence and secure more funds.
Post-Funding: (X & Y) Solve For (X) helps startups and small businesses professionalize their back-office functions... (Z) so they can take greater control of their businesses and drive more growth.
Why XYZ Statements Work
✅ They focus on impact, not mechanics—People care about what you solve, not just how you do it.
✅ They create instant clarity—No jargon, no fluff—just a direct, compelling introduction.
✅ They make conversations more engaging—A well-structured intro invites deeper discussion.
Final Thoughts: Make Your Startup Introduction Count
If you’re a founder, try writing XYZ statements for your business and test them out at your next networking event.
As you refine your intros, you’ll notice:
More enthusiastic head-nodding
More enriching conversations
More opportunities to connect with the right people
Because when people understand why your startup matters, they’re far more likely to remember it—and invest in it.