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This article is part of DBA, a series on Mashable about running a business that features insights from leaders in entrepreneurship, venture capital and management.

Pitching a startup to investors can be a harrowing experience — but things become even more complicated when presenting a hard-to-describe technology company. For startups pitching ideas that make a direct impact on consumers, value can be tangibly communicated. This whets potential investors’ appetites because it’s easy to picture the potential.

Sometimes, though, technology that lacks an immediate “wow” factor is just as valuable, viable and important as the next evolution in social media or clean energy. Truly revolutionary products are ones that have never existed before, but explaining them requires that you meet your audience (potential customers and investors) where they are; it’s crucial to communicate the idea based upon their existing framework of knowledge, and to remember that not all decision makers are tech-savvy. They may love and believe in technology, but that doesn’t mean they understand the nuts and bolts of it on a detailed level. Read more…

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