When pitching, too many entrepreneurs lead with the punchline, so to speak, which then falls flat. This is because the audience isn’t ready. The key to a compelling storyline is a build-up that so effectively primes the audience for your solution that people are completely engaged and ready to hear it, explains author and Lina Group CEO, Theresa Lina Stevens. You do that with the simple Why/What/How Message Framework, which she developed as a powerful tool for structuring a storyline about your business that will reel people in and have them itching to know more.