Whether you are launching a new product or a new business you are likely to face a unique challenge: over familiarity.

Whenever we develop a new solution we become very attached to it and and in so doing two things happen:

1. We cannot wait to tell other people about the solution
2. We talk about the solution as though the rest of the world has been on the same journey of development

A psychologist would call this the ‘curse of knowledge’ and it can pose a real problem in a pitch.

If you have a start-up, a new solution, you need to learn all about the curse of knowledge and how to overcome it.