10 key takeaways from the book “Backable” by Suneel Gupta:

  1. Forget Yourself: Focus on the customer/audience you want to serve rather than yourself. Example: Dollar Shave Club’s viral video focused on the customer’s pain points rather than the company.

  2. Rule of 21: Spend time deeply understanding your idea before pitching it. Example: Gupta spent 21 days convincing himself about his startup idea before pitching investors.

  3. Story of Us: Craft a narrative that makes your audience feel like insiders. Example: Airbnb’s founders told a story of belonging that resonated with early adopters.

  4. Cast a Central Character: Identify a relatable protagonist to anchor your story. Example: Method’s founders positioned themselves as rebels fighting outdated cleaning product norms.

  5. Earn Secret Credentials: Gain unique insights that give you authority. Example: Gupta interviewed hundreds of successful leaders to uncover their “secrets”.

  6. Make Them the Guide: Let your audience feel like they discovered the idea themselves. Example: Pixar’s creative process involves pitching ideas early to get buy-in.

  7. Create Memorable Anchors: Use vivid details and analogies to make your idea stick. Example: Gupta’s “Rule of 21” anchors the importance of preparation.

  8. Find Catalytic Moments: Identify turning points that propelled your journey forward. Example: Gupta’s mother’s immigration story showed his perseverance.

  9. Flip Outsiders to Insiders: Convert skeptics by addressing their objections upfront. Example: Gupta advises anticipating and steering into objections early.

  10. Convince Yourself First: Take time to deeply believe in your idea before pitching others. Example: Lin-Manuel Miranda spent years developing Hamilton before its debut.