Do they understand you?

Most of the effort in editing a pitch seems to be aimed at making sure that the other side UNDERSTANDS. But understanding isn’t the real objective.

The goal is to influence behavior.

Neurologically speaking that path from external stimuli to behavior DOES NOT require the higher-order brain activity we call understanding.

It’s true on a micro level - You don’t need to understand that a pot is hot to pull your hand away. On a macro level, we all go through life without fully understanding the end goal.

Take animals, for example. Where does understanding fit into their communication?
It might seem like an unfair comparison to a technological pitch, but it’s relevant. In the sense that communication is primarily a means to an end.

That’s not to say that understanding is irrelevant. A lack of understanding can generate a negative effect in your prospect’s psyche. But the opposite is also true—a certain amount of ‘not understanding’ is NECCESARY to compel the audience. (Think of your romantic partner and the initial sense of mystery.)

Here’s the thing

Understanding is just one tool at your disposal. It’s an effect you can create in your audience’s mind to serve your purposes and discard when it doesn’t.

It is not your end goal.