Guy Kawasaki has a great interview of Mike Arrington of TechCrunch posted on his blog. Here is an excerpt:
- Speaking of bull shiitake, specifically don’t use descriptions such as “revolutionary,” “Web 2.0,” “huge,” “change the way you’ll use the Internet,” and “disruptive.” This is what Mike calls “cheap adjectives,” and they are kisses of death in Michael’s eyes.
- To describe what you do, you should provide a tangible frame of reference instead of using the usual bull shiitake. For example, one pitch that worked is "YouTube for PowerPoint." Many entrepreneurs are loath to mention other products and prefer cheap adjectives. This is a mistake.
- Finally, only the first two or three sentences count. If you don’t capture him that quick, you’re hosed.