There are many rules that startups can (and do) break when they pitch. But there’s one thing you absolutely must do right: you have to be SPECIAL. I’ve come to realize that figuring out what’s special about your story must be your first step. Before making slides or figuring out your TAM. It will help you realize what’s essential about your pitch, remind you why you started this company, and ensure you stand out in a way that’s totally authentic to you.