Startup Case Study – Framing a Pitch with the Catechism
Imagine a team pitching a carbon capture startup. Instead of leading with hype, they use the Catechism:
- What are you trying to do? Develop a low-cost, scalable method for capturing CO₂ from ambient air.
- How is it done today? Current methods are expensive, energy-intensive, and limited in deployment.
- What’s new? Our system uses modular units powered by solar microgrids to drop the cost by 60%.
- Who cares? Governments, ESG investors, and major carbon emitters.
- What difference will it make? Makes carbon removal financially viable at scale.
- …and so on.
This approach wins more than just clarity. It builds trust. It shows you’ve done the thinking.
Academic Example – Grant Applications and Research Projects
A graduate student is submitting a research grant to study a novel Alzheimer’s biomarker. Instead of pages of technical detail, they’re asked to start with the Catechism:
- Who cares? Medical researchers, pharmaceutical companies, patients, and caregivers.
- What’s the risk? The biomarker may not be stable enough for clinical diagnostics.
- What are the midterm and final exams? Publish peer-reviewed findings, validate with human trials.
Funders aren’t neuroscientists, they’re evaluators. The Catechism bridges that gap.
Government/Nonprofit Example: Program Justification
A public health nonprofit wants funding to expand a mobile clinic program. Instead of a general plea, they answer:
- What difference will it make? Improve access to care for 5,000+ people in rural communities.
- How much will it cost? $250,000 annually to operate two mobile units.
- What are the risks? Staffing shortages and fuel price spikes.
This clarity turns “a good cause” into an executable plan.
What Makes a “Good” Heilmeier Answer?
Good answers are:
- Clear, not clever
- Evidence-backed
- Direct about risk
- Focused on outcomes, not just activity
Avoid buzzwords. Avoid vagueness. Say what you mean.