💸 Why Most Pitches Fail — And What Makes a Startup Truly Investable

Insights from “The Investable Entrepreneur” by James Church 

If you’ve ever walked into an investor meeting and left with more questions than answers… you're not alone. 

It’s easy to assume that the only way to secure funding is to show massive revenue, wild traction, or a game-changing idea. But according to James Church, author of The Investable Entrepreneur, what founders actually need is something much more simple — and much more powerful: 

👉 Clarity. 

The Problem: 

Many early-stage founders pitch too soon. Too vague. Too complicated. Too focused on the wrong metrics. They lead with big visions and forget to de-risk the basics. 

The Shift: 

James Church flips the narrative. His core message? Investors don’t back ideas — they back clarity, confidence, and simplicity. 

That means: 

5 Lessons That Stuck With Us: 

Here’s what we took away from this week’s edition of Jonny’s Startup Book Club, where we featured The Investable Entrepreneur: 

1. Clarity Over Everything 

If you can’t explain your business in simple, compelling terms, you’re not ready to raise. Don’t confuse investors with jargon or 30-slide decks. Keep it clean and clear. 

2. Narrative > Numbers 

Yes, traction matters. But investors are buying into your future story, not just your current stats. Can you prove you're on a believable path to growth? 

3. Use the 6-Slide Pitch Deck 

Church recommends a stripped-back format: 

This framework removes fluff and gets straight to the stuff that builds confidence. 

4. De-Risk, De-Risk, De-Risk 

Your job is to reduce investor anxiety. From product to market fit to your founding team, show how you’ve thought through the risks—and what you’ve done to mitigate them. 

5. Timing Is Everything 

Don't raise just because the runway is shrinking. Raise when you’ve built enough "investability" signals — clear value, strong story, and growing proof. 

The Takeaway: 

Getting investment isn’t about being the loudest or flashiest startup in the room. It’s about being the clearest, most confident, and most de-risked option on the table. 

As Church puts it: "Your pitch should make it effortless for an investor to say YES."