What to never say in a pitch (and what to say instead)

This is a tricky one. Cause if no one told you, it's almost impossible to catch by yourself.

Yet it's super common for builders to fall into sentence patterns (certain words, tenses, or phrasing) that unintentionally sabotage the edge they’re trying to create with their best pitch.

Since I notice it in every single coaching session, let me break it down here:
What kills your pitch. And how to instantly fix it.

This article is not focusing on the pitch content itself, but really on the most common language traps.

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1. Verbs to ban: trying, hoping, imagining,.. they quietly signal uncertainty and lack of control.

• so what we are trying to do is...
  
  • ❌ Trying feels unsure.
  • ✅ Say: “We’re doing...” or “We’re building...”→ Investors and partners don’t back triers, they back doers.

• hope to release our platform in Q4.
  
  • ❌ Hope implies lack of planning or confidence.
  • ✅ Say: “We’re on track to release...” or “We’re planning to launch...”

• what we imagine for the future is..;
  
  • ❌ You don’t imagine. You plan.
  • ✅ Say: “Our vision is...” or “We’re building toward...”

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2. "would" "should" "could" "might": conditional form creates uncertainty, uncertainty destroys trust and attention.

This one is simple, any form based on odds instead of certainty is to ban right away. The fix is straightforward:

• what we would / should / could / might do is => what we do is

For instance:

❌ When you say:

• “We would target enterprise clients...”
• “This might be a $1B market...”
• “We could scale this model...”
• “Users should love this feature...”

You’re unconsciously telling your audience: "I’m not sure.” “This is just a theory.”

✅ The fix: certainty + action
Replace conditionals with confident, clear statements:

• “We are targeting enterprise clients.”
• “This is a $1B market based on [data].”
• “We can scale this model through [strategy].”
• “Users love this feature, we’ve seen [result/stat].”

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3. Fix your tenses: Present tense shows confidence Vs Future tense sounds like a wish.

Don’t just pitch potential. Pitch momentum.

Remember, a pitch is the best version of your project. Well executed, it's you creating your own reality and inviting others to believe in it.

It's ok to go slightly beyond what's already live, as long as you're confident you can ship it fast.

Where to always use present and past tenses:

• value proposition "X is ..."
• product features "it connects to..."
• traction & market fit "we've achieved..."

The only parts where future tense is acceptable:

• roadmap
• growth projections

Adopt this rule strictly and I promise you your audience will listen twice as actively.

This advice is not about scoring points, it's about not losing them.

Let's go!

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