Founder Fundamentals EP 9: The Art of Pitching & Storytelling with Laura Gabor

In this week’s episode of Founder Fundamentals, Laura Gabor, founder of What in the Tech, joined the community to share practical insights on the art of pitching and storytelling. Drawing from her experience across startups, media, venture, and operations, Laura unpacked what makes a pitch effective, why storytelling matters in every founder conversation, and how entrepreneurs can better tailor their message depending on who is listening.

Every Pitch Has a Different Purpose

One of the key takeaways from the session was that not every pitch should sound the same. While the business itself does not change, the way it is framed should shift depending on the person on the receiving end and the outcome being pursued.

Laura emphasized that a founder speaking with an investor is trying to build confidence in the opportunity and the path to growth, while a founder speaking with media needs to lead with relevance, timeliness, and human impact. Partnership conversations need to show clear mutual value, and sales conversations should focus on the customer’s pain points rather than product features.

“It’s the same business, right? Your business doesn’t change… but you do have to tell a different story to each person.” - Laura Gabor

That distinction shaped the entire conversation. Founders were encouraged to think beyond what they want to say and instead focus on what each audience needs to hear.

Strong Pitches Start With the Problem

Throughout the session, Laura returned to one of the most important rules of effective storytelling: lead with the problem, not the product.

Too often, founders rely on technical language or feature-heavy explanations that sound polished but do not create immediate clarity. Laura challenged that instinct by showing that strong pitches begin by identifying a real and specific problem. The audience first needs to understand what is frustrating, inefficient, expensive, or time-consuming before they can appreciate the solution.

This was especially clear in her example comparing two types of founder language. “We built an AI powered platform leveraging machine learning to optimize financial operations” may sound sophisticated, but it lacks emotional connection and clarity. A much stronger version, Laura explained, is something like: “I know small businesses lose 20 hours a month to bookkeeping. We build something that gives you that time back.” The difference is not just tone. It is the ability to immediately communicate value.

That same principle applies across different contexts. In sales, empathy builds trust. In fundraising, it shows the problem is real and worth solving. In media, it creates a more human and compelling angle.

Clarity Matters More Than Complexity

The session also explored one of the most common challenges founders face: explaining what they do in a way that is simple, direct, and memorable. Laura described the elevator pitch as the foundation for all other forms of pitching. Every founder should be able to explain who they help, what problem they solve, and how they solve it in just a sentence or two.

She reminded participants that the goal is not to say everything at once. The goal is to create immediate understanding and invite curiosity. “You want to make sure that it’s quick, it’s punchy, that it’s not leaving anybody with any additional questions,” she said.

During the workshop, founders shared their own one-liners aloud and in the chat, giving the session an interactive and practical feel. Laura offered feedback in real time, helping participants refine their pitches so they were more specific, grounded, and outcome-focused. The strongest examples were the ones that avoided vague language and clearly tied the offering to a real customer need.

Great Pitches Need to Work Without Slides

Although pitch decks remain important in formal settings, Laura made it clear that many of the most valuable founder conversations happen without slides. A chance conversation at a networking event, a warm introduction over coffee, or a quick exchange after a panel may require a founder to communicate their business clearly with no visual aids at all.

As a result, verbal storytelling needs to be strong enough to stand on its own. Laura encouraged founders to practice regularly, record themselves, and pay attention not only to their words but also to their tone, posture, and body language. “You would be absolutely shocked at how much of a pitch isn’t even what you’re saying,” she noted.

“It’s actually how you are physically interacting with the room.” - Laura Gabor

Confidence, she explained, is something that can be practiced like any other skill. Founders do not need to be naturally extroverted to improve their delivery, but they do need to put in the work to become more comfortable telling their story under pressure.

Storytelling Also Shapes Hiring and Growth

Pitching does not end with customers or investors. Laura also spoke about the role of storytelling in attracting the right talent, especially in the early stages of building a company. For founders who cannot compete with large employers on salary alone, the company’s mission, impact, and vision become essential parts of the pitch.

Early hires are often joining because they believe in what is being built and want to be part of the journey. That belief needs to be reflected consistently across job postings, websites, social channels, and conversations. Strong brand messaging helps founders communicate not just what the business does, but why it matters and why someone should want to build it alongside them.

Relationships Matter as Much as the Pitch

Laura closed the session with one of the most human and memorable parts of the conversation: the role of relationship building in a founder’s journey. Whether reaching out to journalists, investors, partners, or peers, she encouraged participants to focus less on being transactional and more on being genuinely interested in other people.

Her advice was simple and powerful: “Be interested, not interesting.” Instead of trying to impress others immediately, founders can build stronger connections by asking thoughtful questions, remembering details, listening carefully, and leading with curiosity. The strongest networks, Laura explained, are not built through volume, but through authentic and mutually supportive relationships.

This idea resonated strongly with participants, especially those who shared concerns about networking feeling awkward or transactional. Laura encouraged founders to approach events with small, manageable goals and to focus on genuine conversations rather than forced outcomes. Over time, those authentic interactions often lead to the introductions, opportunities, and partnerships that move a business forward.

The Story People Will Remember

The session ended with a reminder that founders are not just pitching businesses. They are inviting people to believe in a problem worth solving and in their ability to solve it.

“People are going to remember stories,” Laura said. “They’re not going to remember numbers. They’re not going to remember spreadsheets. They’re not going to remember statistics.” That perspective captured the heart of the workshop. A strong pitch is not just polished. It is clear, human, specific, and rooted in purpose.

For founders learning how to speak about their work with more confidence and intention, the session offered an important reminder: storytelling is not separate from building a business. It is one of the ways a business grows.

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About Founder Fundamentals

Founder Fundamentals is a 12-week workshop series hosted by YSpace and Black Enterprenurship Alliance and powered by City of Markham designed to equip you with essential entrepreneurial skills. Attend 9+ workshops to earn a Certificate of Completion and take the first step toward entrepreneurial success!