You’re listening to a pitch, and you want to assess a company’s impact. You want to make sure the company understands the problem it’s setting out to solve and be convinced that the product or service is an innovative, effective solution. The entrepreneur should be readily able to answer the following questions:

• What barriers or circumstances make this problem most challenging to solve?

• Why have other businesses or conventional approaches failed or fallen short at addressing the problem, and how does your approach address those issues?

• How do you measure your company’s impact?

• Ask yourself: Did I learn something new and insightful about this problem from the entrepreneur?