B2B mission driven startups

Again and again and again, if you are B2B and mission-driven to help a human end-user, you need to lead with why the business buying your product will care. That's not the human it supports at the end.

This is one of the most common deck and pitch problems. I see it all the time.

It is great that you care. I care. But you only get to fulfil your mission if the business buying your product cares.

Why do they? Make me believe it. That's your pitch.