The 3-Minute Rule

1. Attention Spans Are Short: You Have 3 Minutes.

For the last two decades the human attention span has been steadily decreasing.

Attention is fleeting. In today's hyper-connected world, the average human attention span is now shorter than a goldfish's. This isn't due to a lack of intelligence, but rather increased efficiency in processing vast amounts of information. Audiences demand quick, clear, and concise communication.

Decisions are fast. People form their first impression and often make a preliminary "yes" or "no" decision about your pitch or presentation within the first three minutes. This initial period is crucial for capturing attention and creating engagement. You must convey your most valuable elements effectively within this window.

Rationalization is key. Humans rationalize decisions, and this internal "rationalization story" is typically condensed into a simple, three-minute explanation. Your goal is to build your pitch based on the story your audience will use to rationalize saying yes, ensuring your core message survives relaying to others.

2. Simplify Your Message: Say Less, Get More.

Everything of value about your company, idea, product, or service can and must be conveyed clearly, concisely, and accurately in three minutes or less.

Clarity is compelling. The fundamental principle is to convey information effectively so others understand it as you do. Success hinges on translating your information into a format your audience can easily grasp, cutting through complexity and jargon.

Strip it down. Start by listing every relevant word or phrase about your offering (like Post-it notes on a wall). Then, ruthlessly eliminate everything that isn't essential to the core concept and value. This process forces you to identify only what needs to be said, not everything you want to* say.

Statements of value. Expand the essential bullet points into simple, declarative sentences. These "statements of value" form the foundation of your pitch, representing the most powerful and compelling elements in their simplest form.

3. Structure Your Pitch with the WHAC Method.

By using these four questions to filter your information, you can unlock a powerful storytelling technique that will help you lead your audience to the conclusion you want, every time.

Organize your points. The WHAC method categorizes your statements of value using four key questions: What is it? How does it work? Are you sure? Can you do it? This provides a structured framework for organizing your information logically.

Follow the audience's process. The WHAC structure mirrors how audiences process information:

• Conceptualize (What, How): Understand the core offering and its mechanics.
• Contextualize (Are you sure): Verify claims with facts and validation.
• Actualize (Can you do it): Assess feasibility and execution.

Allocate time wisely. Roughly allocate your three minutes according to the audience's processing stages: Conceptualize (0:00-1:30), Contextualize (1:30-2:30), Actualize (2:30-3:00). This ensures you prioritize understanding before diving into details or proof.

4. Lead Your Audience: Inform, Don't State and Prove.

If you start with a grand conclusion and then try to back it up, your audience will doubt you and look to disprove it.

Avoid skepticism. Opening with your biggest claim or hook (the "state-and-prove" method) immediately triggers audience doubt and forces you into an uphill battle to prove your statement. This is an old, inefficient model in today's skeptical environment.

Focus creates desire. Instead, leverage the principle that focus can create desire. By presenting simple facts and information in a logical sequence, you lead the audience to naturally form the desired conclusion themselves.

Build to the hook. Structure your pitch so that your audience is already thinking your hook before you even say it. When you finally state it, it serves as a confirmation of their own realization, making it far more powerful and believable.

5. Find Your Hook and Edge to Create Desire.

It’s the one thing or element about an idea or story that make you go, “Ah, that’s cool.”

The Hook is the "cool" factor. Your hook is the most exciting or valuable element that makes someone think, "Ah, that's cool." It's the core benefit or unique twist that resonates most strongly with your audience's needs or interests.

The Edge is the unexpected twist. The edge is a surprising fact, anecdote, or insight that adds depth and memorability to your pitch. Like the "Butt Funnel" in the Bar Rescue pitch, it's something the audience wouldn't anticipate but perfectly illustrates a key point.

Use them strategically. Don't open with your hook or edge. Build your pitch using the WHAC structure to inform the audience first. Introduce the hook and edge after they understand the basics, allowing these elements to capitalize on the foundation you've built and push the idea "over the edge."

6. Address Negatives Proactively: Build Trust.

What do you hope the audience doesn’t find out?

Identify your "what abouts". Every offering has potential downsides or questions the audience might raise. Proactively identify what you hope they don't ask or find out. These are your potential "all is lost" moments.

Own the issue. Instead of hiding or avoiding negatives, bring them up yourself within your pitch. This disarms skepticism and prevents the audience from getting stuck on potential problems while you're trying to convey value.

Turn weakness into strength. By addressing a negative, you create an opportunity to reinforce positives and demonstrate confidence. You show you've thought through challenges and have a plan, allowing the audience to see the issue as an opportunity or minor hurdle, not a deal-breaker.

7. Craft a Compelling Opening and Callback.

Why did Bambi’s mom die at the beginning of the film?

Pre-suasion matters. Your opening sets the stage and influences your audience's mindset before you dive into the core pitch. Use a story or insight (your "reason for being") that aligns with what your audience wants most, preparing them to receive your message favorably.

Establish your "reason for being". Explain why you are excited, where the idea came from, or what problem you discovered that led you to this solution. This builds rapport and makes your pitch feel like a genuine sharing of opportunity, not just a sales job.

Use the callback. After presenting your hook and edge, use a "callback" to reinforce your initial "reason for being." This moment verifies your early insight and brings the audience full circle, making them feel they've been on the journey of discovery with you.

8. Your PowerPoint Should Support, Not Distract.

People who know what they’re talking about don’t need PowerPoint.

PowerPoint is a tool, not a crutch. Avoid using slides to read from or as a substitute for knowing your material. Bad PowerPoint etiquette (too much text, distracting animations, reading slides) kills presentations and signals amateurism.

Follow the commandments. Use simple, clean slides with minimal text (max 6 bullet points per slide, max 10 slides total for a 3-minute pitch). Use images to illustrate points, not just fill space. Don't use your slides as handouts.

Accentuate, don't overpower. Your slides should accentuate your spoken words, not compete with them. Use them to highlight crucial points or provide visual context, directing audience attention deliberately. If a slide isn't adding value, use white space or your logo instead.

9. Focus on Information, Not Promotional Delivery.

The delivery isn’t nearly as important as the message itself.

Content over style. While confidence and presence are helpful, they are secondary to the clarity and value of your information. Don't rely on showmanship ("red lipstick") to compensate for a weak or confusing message.

Avoid promotional pitfalls. Be passionate about your information, but avoid letting that passion turn into overt promotion. Trying too hard to "say it right," repeating yourself ("say it enough"), or using excessive adjectives ("say it loud") signals desperation and erodes credibility.

Confidence in content. True confidence comes from believing in the quality of your offering, not from your ability to sell. Let the information speak for itself. Trust that your well-structured, clear message will lead the audience to the desired conclusion without needing to push or oversell.

Last updated: May 4, 2025