Mastering a business pitch – here is the science of what works and what doesn’t

This article is part of our series supporting The Pitch 2025, an IMAGE and Samsung partnership, searching for the next generation of fearless founders and brave start-ups. Think you’ve got what it takes? Apply today at image.ie/the-pitch-2025.

Crafting a compelling business pitch isn’t just about the logic; it’s about tapping into the very way our brains respond to stories, emotions and authenticity. The most memorable pitches are those that don’t just inform, but connect. So, what does neuroscience tell us about making your pitch stick?

The brain’s language

When you stand up to pitch your idea, you’re speaking directly to the brain’s decision-making hubs:

• The prefrontal cortex thinks logically, crunching numbers and evaluating risks.
• The amygdala is the emotional guard, signalling trust, fear or excitement.
• Mirror neurons mirror what you do and say, helping your audience ‘feel’ your passion.

If you want to persuade, you need to activate the right bits of this intricate network.

What works

Tell a story, don’t just list facts

Humans are wired for stories. The Story Lab champions narrative as the most powerful tool. We respond to stories that evoke emotion because they stimulate the limbic system, including the amygdala. This is where trust and empathy are forged. So, instead of just sharing your figures, tell the story behind them. Let your passion shine through.

Simplicity is key

Our brains love clarity; it’s much easier to process a clear, straightforward message. When your pitch is cluttered with jargon or data overload, the brain’s prefrontal cortex gets overwhelmed, shutting down engagement. Keep it punchy, keep it real. This also helps you to remember your pitch.

Remember, the judges don’t know your script

Meanwhile, when I was getting accredited as a facilitator, one of the best pieces of advice I received was from the fantastic speaker and trainer Kate Wolf. Kate reminded me that the audience (and judges) did not know what I planned to say from the stage, and, therefore, it was weakening my presence to signpost to them if I went awry. It stopped my tendency to apologise from the stage for ‘forgetting to mention’. They didn’t know I had planned to say it, so why point it out?

The IMAGE Business Club pitching coach Rowan Manahan shares similar advice: “The measure of a great pitch is simple. Did it work? If it works, if you get the permission, if you get the investment, if you get whatever it is you’re looking for, it doesn’t matter how it feels to you on the day. It doesn’t matter if you fluffed a line or forgot a detail here or there. If you got what you needed out of it, then it was a great pitch.”

All finalists of The Pitch 2025 receive coaching with Rowan in the week before the live event, when they will compete to win the incredible prize fund of up to €150,000 of Samsung technology, an IMAGE media and promotional campaign, and expert mentoring from Bobby Kerr and Áine Kerr.

Use visuals

Visual storytelling activates the occipital lobe and helps embed your message in memory. Use striking images to complement your narrative; they’re not just pretty pictures, they’re powerful memory anchors.

Authenticity builds trust

Your audience’s brain picks up cues from your tone to your body language, to the sincerity in your delivery. All of this influences their level of trust. Authenticity fires up the medial prefrontal cortex, making your pitch genuinely convincing.

Repeat and reinforce

Repetition isn’t dull; it’s memory’s best friend. Reiterating your core message helps these neural pathways stick, making sure your idea lingers long after you’ve finished talking.

What to avoid

Too much data

Too many stats can cause cognitive fatigue. The brain tunes out when overwhelmed with numbers; focus on the story rather than endless figures.

Monotony and dead air

Boring delivery kills engagement. If your tone is flat, your audience disengages. Be energetic. From someone who has witnessed many pitches, I promise you that your passion is contagious.

Missing emotional cues

Failing to read the room and adapt your pitch based on emotional responses can cause disconnection. The smartest entrepreneurs stay tuned in.

Making empty promises

Overpromising without backing it up activates scepticism in the brain’s reward centres. Authenticity and credibility are your best allies.

Don’t forget

Connecting with your audience isn’t just about what you say; it’s about how their brains process it. Bring storytelling, clarity and sincerity into your pitch, and you’ll turn sceptical ears into engaged believers. Remember, your goal is to ignite their brain’s emotional and logical centres simultaneously. When you do that, you’re not just delivering a pitch; you’re creating a memorable impression.

Another great piece of advice from Rowan is simple: prepare. Like Rowan, I hear the same line from my coaching clients and some of the more novice people I interview: “I’m better when I’m under pressure.” Trust us both – you aren’t! The leaders I interview are always fastidious about their level of preparation for a conversation with a Business Editor – they research, they prepare and depending on their level of media training and exposure, they practice. 

Rowan sees why and applies the same logic to pitching. “Anyone who’s ever got good at anything in this world understands the power of practice, of conscious, consistent practice and repetition for everything to do with whatever that thing might be,” he says. If you’ve ever represented your school, your college, your county, your country, think of the level of preparation that takes. But for some reason, people think pitching is different.

“The biggest pushback I hear is that piece: ‘I’m different. I’m better when I’m under pressure.’ No, you’re not. Or they say: ‘I’m better when I’m coming up with things at the last minute and it’s a deadline.’ No, you’re not. Or: ‘I’m better when I’m not over-rehearsed’. No, you’re not. This is about discipline.”

About The Pitch

Apply to The Pitch 2025 today for your chance to win an incredible €150,000 prize fund for your business. 

If you are leading a start-up, scale-up or high-potential SME, you do not want to miss this opportunity to make it to the final and pitch your business to the judges and audience.

The ultimate winner walks away with:

• A tailored suite of cutting-edge Samsung technology 
• A powerful media and promotional campaign with IMAGE Media
• Bespoke mentoring with Bobby Kerr and Áine Kerr, two of Ireland’s leading entrepreneurs

Download everything you need to know here. 

Applications close August 18, 2025.