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.