Spring is here and spring means teams are competing for funding, and I urge all teams to scrub these words from their value propositions, executive summaries, business plans, pitch decks: adjectives, adverbs, and pronouns. At least, use them very carefully. Here’s why.
- Adjectives and adverbs can limit opportunities. I once helped a team develop a lawn-care product targeting residential homeowners. This wasn’t a beachhead discussion, so I asked why they were limiting themselves to residential homeowners. How about renters, people with vacation cabins, or simply people who cared about lawns they owned, rented, or managed? Don’t limit yourself unnecessarily—avoid adjectives and adverbs.
- Adjectives and adverbs invite hyperbole. Judges and investors ignore hyperbole and may question a founder’s judgment, discipline, or integrity. Judges and investors have often read or heard, “We have no competition, and we will fundamentally and completely revolutionize this limitless, global market.” Resist hyperbole—avoid adjectives and adverbs.
- The use of pronouns can be confusing. Listen to founders describe their business, and chances are their use of pronouns will soon confuse their audience. Imagine a busy investor who listens to an eager founder and says, “Wait, you said we need x, but who are ‘we?’ Do you mean we, as users or customers, we, as in your team, or we, as in me too? Sorry, I’m confused, but thank you, I need to go.” Don’t confuse—avoid pronouns.
- Unbridled use of adverbs, adjectives, and pronouns can suggest that you’re nervous, unsure of your material, or careless in your work. Investors respond more positively to succinct and gently-confident individuals. Within reason, be direct and confident—use adverbs, adjectives, and pronouns sparingly.
- Finally, judges and investors are inundated with information. Efficient writing helps them do their work—avoid hyperbole and use fewer adjectives, adverbs, and pronouns.
As a bonus, you can also improve your writing work by submitting it to one or more online word cloud analyzers. Seeing how often you use certain words will be surprising. Lastly, there’s no avoiding editing. Writers know a piece is never done; it’s just due. (And yes, I’ve edited this piece a few times.)
Colorado Technology Ventures, LLC coaches and mentors founders and their teams. Please visit CTV’s website to learn how it can help you and your teams succeed.
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