Life’s a Pitch: In Conversation with Pitch Ninjas
16/06/25At Taylor Howes, we are passionate about empowering not just beautiful spaces, but also the people and stories within them. As part of our studio’s commitment to professional growth and dynamic dialogue, we recently hosted a live session with Lucero & Joanna, the brilliant minds behind Pitch Ninjas.
Below, Pitch Ninjas share their mission, insights from the “Life’s a Pitch” workshop hosted during our Women in Business Breakfast, and thoughts on the evolving landscape of communication in leadership.
We are on a global mission to make sure no one misses out on any opportunity because of the way they communicate. We realised we’re not just teaching communication skills—we’re building confidence, transforming careers, and helping people find their authentic voice. During the pandemic, we saw how crucial clear, compelling communication became for business survival. Now, we’re helping entire organisations develop communication as a strategic advantage.
2. In your recent “Life’s a Pitch” session, you spoke about building a storybank. Why is storytelling such a powerful tool in business communication and how can people start using it more effectively?
Stories aren’t just nice-to-haves—they’re the secret weapon of persuasion. When you tell a story, you’re not just sharing information; you’re creating an emotional connection that makes your message memorable and actionable.
Your storybank should include three types: challenge stories (problems you’ve solved), transformation stories (results you’ve delivered), and vision stories (the future you’re creating). Start by collecting moments where you made a real difference—even small wins count. Then practice telling these in 30, 60, and 90-second versions.
The key is specificity. Instead of saying ‘I helped a client increase sales,’ say ‘I helped a struggling tech startup go from 12 rejected investor pitches to securing £2M in Series A funding by restructuring their story around customer pain points rather than product features.’ That’s a story that sticks.
3. What are some of the most common mistakes people make when pitching, and how can they be avoided?
The biggest mistake? Starting with yourself instead of your audience. Most pitches begin with ‘I’m excited to tell you about…’ or ‘My company does…’ Wrong approach. Start with their world, their problems, their sleepless nights.
Second mistake: feature dumping. People list everything they do instead of focusing on the one thing that matters most to their audience. Third: no clear ask. They talk for five minutes and leave people thinking, ‘So… what do you want from me?’
To avoid these: Lead with the problem your audience cares about, focus on outcomes rather than features, and always end with a specific, actionable request. Remember: your pitch isn’t about impressing people with how smart you are—it’s about making them feel understood and showing them a better future.
4. How do you see the role of communication evolving in leadership over the next few years?
Communication is becoming the defining leadership skill. As AI handles more technical tasks, the uniquely human ability to inspire, influence, and connect becomes more valuable, not less.
We’re seeing three major shifts: First, leaders need to be master storytellers who can cut through information overload. Second, they must excel at virtual and hybrid communication—the old ‘presence in the room’ isn’t enough anymore. Third, they need to communicate with radical transparency and authenticity because people can spot corporate speak from miles away.
The leaders who will thrive are those who can take complex ideas and make them simple, take abstract concepts and make them tangible, and take individual goals and align them with collective purpose. It’s not about having all the answers—it’s about asking the right questions and communicating in ways that move people to action.
A big thank you to everyone who joined us for the “Life’s a Pitch” session at the Taylor Howes studio.
