Why Starting with a Pitch Deck is a Mistake, According to Callum Laing

In a recent LinkedIn post, Callum Laing discusses a common pitfall for founders seeking investment: leading with a pitch deck. Laing argues that this approach often signals amateurism and is counterproductive to building the necessary trust and interest with potential investors.

Laing shares his own early experiences, stating:

“When I first started raising capital, I thought the deck was my ticket into the room, but I was wrong.”

The core of Laing’s argument is that high-stakes deals and significant investment discussions do not commence with static documents. Instead, they are cultivated through more informal channels.

The Limitations of the Pitch Deck as an Opener

Callum Laing highlights the disconnect between the perceived importance of a pitch deck and its actual effectiveness as an initial engagement tool. Founders, he observes, often invest considerable time and resources into creating elaborate pitch decks, only to find them disregarded by recipients.

“I’ve seen founders spend weeks on 30-page business plans and beautiful slides only to have them completely ignored,” Laing writes.

According to Laing, the premature submission of a pitch deck can inadvertently position the founder as inexperienced. He emphasizes that genuine connection and rapport are built before formal documentation is introduced.

Building Trust Through Conversation

Laing advocates for a relationship-first approach, suggesting that the initial stages of investor engagement should focus on informal interactions. He posits that trust and genuine interest are forged through conversations, text messages, and casual dialogues.

“Leading with a pitch deck usually marks you out as an amateur. High-level deals don’t start with PDFs; they start with informal conversations, text messages, and casual chats,” Laing explains. “That’s where you actually build the trust and interest required to move forward.”

In this view, the pitch deck serves a supportive role rather than a primary sales function. It is intended to substantiate a vision that has already gained traction through personal connection and mutual understanding.

The Strategic Timing of Asset Delivery

Callum Laing advises a strategic approach to sharing investor materials. The pitch deck, he contends, should only be presented once a potential investor has indicated preliminary interest and agreement in principle.

“You should only send the assets once someone has agreed in principle that they like what you’re creating,” Laing states. “The deck is there to back up the vision, not to sell it for you.”

This perspective underscores the importance of pre-qualification and relationship-building before introducing detailed financial and strategic plans. By reserving the pitch deck for a later stage, founders can ensure it is presented to an audience already receptive to their core concept, thereby maximizing its impact.