- Fundraising for the Rest of Us
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- Do investors care about YOUR story?
Do investors care about YOUR story?
Chapter 6 Preview from 'Fundraising for the Rest of Us'
Hi friends,
One of the things I knew I wanted from the start with this book was to include real-life experiences from other founders. This isn’t just my story — it’s our story. That’s why I built a community of beta readers to help shape it.
I have an exciting update: I’ve started interviewing founders to add their stories to the book!
There’s something incredibly impactful about learning through someone else’s lived experience. It’s one thing to read guidance, but it’s another to see how a real founder applied it or experienced it in the wild. These stories ground the strategies in reality and make the framework feel more tangible and achievable.
I’m working to include as many stories as possible—stories that bring the framework and strategy to life. For example, I’d love to feature a founder whose Mission (e.g., vision, background, or origin story) played a major role in their fundraise. We know from research and experience that this is often the case, but nothing beats hearing it directly from a founder who lived it.
Mission is the focus of this week’s chapter and today’s newsletter. We’re now in the Core 10 Pitch Framework, and it all starts with telling your story. (Yes, investors do care!)
Below is a short preview. If you want to read the get early access to future ones, I’d love to have you join as a beta reader. Apply here!

Example slide focused on the founder’s background and mission
The most powerful way to start your pitch is with your origin story.
We interviewed hundreds of investors while developing this framework, and we read every scholarly and corporate study about pitch structure we could find. One thing came up again and again: investors want to hear why the founder started the company.
After working with thousands of startups and sitting in on countless pitch practice sessions, I can tell you that investors consistently say, “I wish I knew more about the founder’s story.” So, if you won’t take it from me, take it from them.
Founders often think they should skip the personal stuff and focus on traction and data. And yes, numbers matter, but at the pre-seed or seed stage, investors are really investing in you. They know it’s going to get really, really, really, really hard to build your business. What they’re trying to figure out is:
Will this person still be here when things do get hard?
Are they in this for more than just the financial upside?
The more personal your story, the more credibility you build. So don’t be afraid to get real. Ask yourself:
Did you experience this problem firsthand?
Did it impact someone you care about?
Do you have deep expertise or insight that gives you a unique advantage?
Starting a company is a big deal. Your origin story puts the spotlight on your humanity and establishes an emotional connection right away. You don’t need to be dramatic, just honest. Even the most polished investors are still people, and people connect through story. I started this book with my origin story. If I had skipped that part, would you be taking my advice as seriously? Would you feel as emotionally connected to me as you read these words?
And yes, I know it’s a bit cliché, but let’s talk about Shark Tank for a second. I don’t love bringing it up because it’s not what real fundraising looks like, but the editing gets something right. They always cut to a Shark asking, “What’s your background?” or “Why did you start this?” Then the founder tells their story, there’s a moment of connection and emotion, and suddenly a deal is on the table. It might be TV magic, but it’s rooted in real human psychology. Emotional connection grabs attention. It makes people lean in.
So lean in. Use photos of yourself (please, no stock imagery), and tell us what made you care enough to build this thing from scratch. It also gives you an opportunity to weave in your relevant experience without needing a separate credentialing section.
Want to read the rest of Chapter 6? We get into slide design, messaging, and how to de-risk your pitch in the early minutes.
Thank you for being part of this book-writing journey! Talk to you next week!
Allison