The Ten Pitfalls of Pitching. Haje (haje.me) found himself in the center of the venn diagram of "technology journalist," "serial founder" and "venture capital experience" and discovered that storytelling with a deep understanding of the audiences you are telling stories to is valuable to the startup ecosystem. These days, he writes the popular TechCrunch Pitch Deck Teardown series (haje.pub/pdt ), and works as a pitch coach. He has helped hundreds of founders find their stories.