Brewed From Within

Attention Traps

As early moves are sequenced, a few creative assets can help founders translate emerging insight into valuable snapshots of the business. One-pagers, pitch decks, and investor memos are additional types of attention traps that entrepreneurs can use to ignite interest.

One-Pager

The one-pager is a punchy asset built to describe the most important elements of your business. Concise is nice, as the goal is to create immediate intrigue. One-pagers should be made to be seen by anyone. This means you must find a balance in giving enough details to show substance and realistic potential without giving away the secret sauce.

While you may know a lot about your business, the goal is to guide others through new layers of understanding. As you consider what content to include and how to format so much goodness into such a tight document, focus on creating curiosity to keep conversations flowing.

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The FliteBrite one pager from 2015.

 

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My guest column on consistency in the Business Record.

With a one-pager ready to share, invite feedback as you build confidence by sharing it with strategic investors, partners, and those who may kindle fresh progress.

Pitch Deck

Slide decks support a verbal presentation. Pitch decks add more information to help recipients (often investors) learn about your venture. With 10–15 slides, present the story of your business with eye-catching visuals, data-driven details, and links to more supportive content. Keep this asset concise and entertaining. Do so while identifying the market, problem, solution, signals of traction, moat-digging differentiators, team, competition, the ask, compelling calls to action, and contact information.

Knowing this attention trap is most often needed by founders raising financial capital, even if it’s in a closing appendix, it’s good to include more data-driven details to show research-based comprehension. Like back slides that support Q&A portions of a verbal pitch, market research, conservative financial projections, how money will be spent, and customer discovery results are all ways to prove you understand your business plan and how the numbers work.

That said, don’t numb readers. Avoid small font and word salads. Incorporate imagery that supports a captivating story. Translate your mission while making it clear how this venture will deliver serious returns. Like the one-pager, pitch decks are not crafted to secure an investment. They are designed to fuel interest and more conversation.

Investor Memo

Commanding an influential investor memo keeps people informed with the ongoing progress of your company. Along with sections you include in a pitch deck, investor memos create space to highlight the evolving details of your fundraising campaign, key performance metrics (KPIs), data visualizations, recent milestones, multimedia, needs of the team, and future goals for the company. Online platforms make it easy to manage dynamic, accurate, and interesting investor memos. The quick-to-digest but also real-time information is why investor memos are popular among well-articulated founders raising venture capital.

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If you can’t explain it simply, you don’t understand it well enough. -Albert Einstein

With these attention traps set, alternate versions of each asset may help you share impactful details with the right audience. For example, a pitch deck for local angel investors may be different than a pitch deck for a global venture capital firm.

Connecting everything adds efficiency but maintaining a well-organized data room is not for the faint of heart. As any company expands, so will the need to update different types of attention traps that support an evolving story for a growing variety of onlookers.

Brewed From Within
#22 📖 Entrepreneurship

BACKGROUND CONTEXT
We had spent all month exploring early moves to evolve business ideas into reality. Using our time dedicated to no-code wireframing, actively listening to others, telling customer stories with a colorful business model canvas, and escorting execution with business plans, to translate emerging insight into snapshots of a business. The one pager, pitch deck, and investor memo are distinct types of attention traps entrepreneurs can use to connect with those who care.

By Ben McDougal, ago

Escorting Execution

After a few early moves, developing a business plan is a hearty exercise. Business plans are less pivotal than scholars may preach, but developing a business plan does force you to pick through the specifics of any business. The detailed planning can pave a path toward sustainability and help you articulate opportunities to potential co-founders, new hires, outsourced talent, investors, and early adopters.

The first version of a business plan does not need to be long, but it should include a handful of key elements:

    1. Executive Summary
    2. Company Description
    3. Market Analysis
    4. Products & Services
    5. Marketing & Sales
    6. Operations
    7. Financials
    8. Appendix

One size does not fit all, and earlier moves like canvasing and wireframing will lighten the load as you flesh out details. To determine how particularized your business plan needs to be, consider who will be reviewing this dynamic document. Learn more and explore different templates online, then craft something you’re proud of.

Even without an audience, creating a business plan is rarely a waste of time. They can also become a required asset when you’re raising financial capital. Situations where you’ll likely need a business plan include grant applications, bank loans, and pitch competitions. Entrepreneurial support organizations (ESOs) may request a business plan to warrant professional services as well.

As you build a business plan, use clarifying frameworks, concise content, and mark areas that may need to more frequent updates. This makes the document interesting, more digestible, and easier to maintain.

As you update this dynamic document, consider how your business plan supports other related resources that collectively paint the picture of your company. Sharp business plans integrate with a cool one-pager, slide decks that ignite verbal presentations, a pitch deck with similar content brought to life with enhanced visuals, and ongoing investor updates. This shapes a forwardable investor pack geared to keep your ideas from slipping toward someday.

Brewed From Within
#10 📖 Entrepreneurship

By Ben McDougal, ago

Wireframing

Technology is known for expanding the reach of an idea, but plenty of leaders are not tech savvy.

One common scenario is a concept from someone with industry experience but no ability to code. If an idea has technical components, it’s advantageous to be technical, but this often makes first-time founders feel like there’s nothing they can do without paying for development or immediately recruiting co-founders to help build the product. This locks the idea in limbo, when in fact, there are many methods to make purposeful progress without a line of code.

Tools to make progress without being a developer are absolutely accessible, but knowing what direction to take is time-consuming. Decisions will be needed, but if doubt lingers, one easy way to think through your ideas is to visualize each step of the user experience.

Wireframing is an exercise that requires only a pencil, paper, and time. This activity is thought-provoking and allows anyone to conceptualize the structure and flow of their idea. It helps identify each type of user and user experience (UX) with no tech required.

To start, find a wireframing template to draw everything on screens of the device(s) your product will be used on. For example, if it’s a mobile app, find a wireframing template that includes blank smartphone screens and space for notes (example) to describe each state and how everything connects within the user interface (UI).Wireframing is used mostly to conceptualize digital products, but sketches help jumpstart physical products as well. If it’s a physical product, test your drawing skills by highlighting how different elements collectively come together to form the final embodiment. If it’s a storefront, determine the ideal space by sketching how customers move within it. If it’s a network of parts, draw how the system comes together.

Along with clarifying concepts for yourself, wireframing makes it easier for others to follow how everything fits together. Time spent here saves money if development is eventually outsourced because it curates a roadmap to avoid costly detours. When building a team, wireframes show you’re serious. This visual asset helps to explain the angles and makes it easier for others to contribute.

While product design and the business to support it will need to advance, earnest wireframing helps idea machines dodge melting momentum. Remain willing to learn but consider using this early move to help avoid paralysis by getting crafty as less technology brings more ideas to life.

Brewed From Within
#70 📖 Technology

By Ben McDougal, ago

Recursion

Recursion is a computer science term for the process of defining a problem in terms of itself, then dividing the problem into smaller parts of the same type.

After blogging every week for two years, it became clear how writing helps us think, translate, and index thoughts. This creative act was a commitment to contemplation and required discipline to be consistent.

Even with all the nourishing benefits, toward the end of the second year, was it time to take a break from this ambitious frequency? Indexing less would add ease, and the audience may not even notice.

Personal bandwidth and self-doubt aside, a proficiency in writing had developed, and a solid distribution system was in place. Publishing these ideas felt significant, each week’s topic guided conversations, and the timeless theme was growing a library for readers who may find lasting value long after a life well lived. It was still hard to know if this was time for a hiatus or time to double down.

By talking with mentors and considering different variables, a decision was made to double down. By continuing to write each week, a form of recursion set in and new ideas were unearthed. Each writing kept provoking more writings. The original problem was being divided into smaller parts, which made it easier to keep building without skepticism.

As more new writings shipped every week, an expanding web of thoughts fed an intrinsic motivation for perpetual learning. Along with personal growth, each piece was gratifying to share and thickened a library for leaders. After another full year of writing every week, new creative opportunities made the decision to push pause feel natural.

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It’s not a rainy day. It’s free water.

Sacrifices were made to stay consistent, but the beauty of this recursive exercise was that it strengthened my own understanding while also stretching the scaffolding that would continue to support even more vigorous art.

Action inspires action. What could you divide into smaller parts, then solve by doing more of the same?

Brewed From Within
#94 📖 Life & Happiness

By Ben McDougal, ago

Time Trappers

Storytelling enhanced with trapped time defines our civilization. Voices were first translated into writings to stretch the impact. Humanity continued to bring the past to life with audio, photos, and then video. We’re now adding telepathic communication and other weird ingredients to the technology soup that’s made to trap time. Leaders who leverage these tools are time trappers who wield an ability to appreciate life experiences more actively.

To test your time-trapping skills, grab a device and look through your own creative content. Whether it’s writings, audio, photos, video, or other types of art, go back to see what you’ve captured this week. Now, be kind and rewind. Revisit this day last year, two years ago, five years ago, and ten years ago. Embrace nostalgia, then consider the quantity, quality, and variety of content you’ve created.

Avoid distractions and stay in the moment, but if you’d like to enhance your time-trapping capability, think of fun ways to create more organized content.

This may be journaling, recording a podcast series, dedicating a day to taking an exorbitant number of photos, or editing a video from individual clips. As content comes together, organize it, and then push past fear by shipping the art. Creation, organization, and sharing will prevent everything from going numb within a device. The value in doing this can be seen as we write into physical notebooks or treasure a healthy bookshelf and when music lovers choose vinyl over endless streaming or a live theater performance over a TV show. Exertion from those generous enough to create, organize, and ship their art makes thoughtful time trapping more demanding but also more fulfilling as we extend time.

We are already cyborgs, and biotech will further augment the way we seamlessly capture, organize, and share our realities. Until we autonomously enhance our bandwidth, telling a story, writing, recording audio, taking photos, or shooting video will still take manual effort. Let’s mitigate the risk of AI and optimized efficiency. But might the elbow grease required to set each time trap make our personal creations more memorable? Yes! Even as future tools add ease, ingenuity and creativity will remain an essential currency that adds heartfelt context to trapped time.

Without a thesis, care enough to habitually go beyond what’s expected. When premium human time and ambitious initiative become a fundamental part of your creative practice, you’ll be a time trapper who stays in-tune, organized, and inspired with timeless purpose.

Brewed From Within
#72 📖 Technology

By Ben McDougal, ago