Meet Your Gremlin: Mastering the Art of Pitching with Stewart Bewley
On Tuesday 25 March, the AwakenHub community gathered for an energising, practical, and empowering session led by Stewart Bewley, founder of Amplify—and only the fourth man ever to speak at an AwakenHub event.
With his signature energy and experience coaching over 400 startups (plus execs at Google, Microsoft, AWS, and Visa), Stewart brought wisdom, humour, and actionable advice to help founders silence their inner critic, pitch with confidence, and connect through story.
👹 What is a Gremlin?
Stewart introduced the concept of the “gremlin”—the inner voice that whispers:
“You’re not good enough.”
“You’re too emotional.”
“You don’t belong here.”
Sound familiar? That’s the gremlin talking.
The solution?
Name it. Describe it. Let it speak. Then flip the script.
Stewart’s gremlin is Tony—6’4”, from the North of England, always in jeans and A6 trainers. Tony tells him to “calm down” and “you don’t know enough.”
Denise, our host, bravely introduced her own gremlin: Nancy—a stylish East Londoner who constantly critiques and questions her capabilities.
Together, they walked through a three-step process to transform gremlin accusations into affirmations.
🔄 Flip the Gremlin's Voice into Truth
Here’s what that looked like for Denise:
Gremlin says:
“You’ll never fit everything into one sentence.”
“You won’t get through your workload.”
“You’ll always have imposter syndrome.”
Reframed as truth:
✅ “I land the right sentence at the right time.”
✅ “I can find balance and prioritise.”
✅ “I will learn to be comfortable with the uncomfortable.”
“The inner critic speaks every day. So why not counter it every day?” – Stewart
Pro tip: Write your three truths on a small card. Read them aloud before every pitch, meeting, or presentation. Say them until they feel natural.
🎤 Stewart’s Top Tips for Pitching with Purpose
Having coached startups to raise over £9 billion, Stewart knows what makes a pitch land—and what doesn’t.
1. Short Sentences Build Trust
Long, rambling sentences make your audience tune out. Short ones help people believe you.
2. Start with Line Five
When you record your pitch and listen back, chances are line five is where your voice comes alive. So start there.
“Move line five to line one. That’s your hook.”
3. End with Confidence
Avoid the classic mistake of over-explaining or apologising as you wrap up.
End clearly. Leave them wanting more.
“You don’t want an investor saying, ‘That was bumpy—I don’t want to get back on that plane.’”
🛡️ Storytelling That Sticks: The Hero’s Journey
Stewart encouraged founders to structure their pitch like a compelling story:
Hero: Your end user
Dragon: The big challenge they face
Weapon: Your product/service
Treasure: The result they gain
Future: What success looks like
“Most people confuse the dragon with the treasure. Don’t be most people.”
💬 Managing Adrenaline Before a Big Pitch
Pitch nerves? You’re not alone. Stewart’s tip:
Stand up. Breathe. Ground yourself.
Whether it’s before a boardroom presentation or a funding pitch, use your body and breath to bring calm and clarity into the moment.
🧠 Bonus from the Community: Pitch to a Human
Community member Kate offered a brilliant piece of advice:
“Try pitching your idea to someone who knows nothing about your business—like your granny or your partner’s friend.”
If they understand it, anyone will. If they don’t, simplify. Avoid jargon. Be human.
✨ Final Word
This wasn’t just about pitching—it was about owning your story, reclaiming your voice, and knowing you belong in the room.
“If I could go back and give myself one piece of advice?”
“Find the right people to go on the journey with you.” – Stewart Bewley
At AwakenHub, that’s what we’re building: a space where women founders can learn, grow, and support each other—gremlins and all.
Ready to meet your gremlin?
Name it. Flip it. Speak your truth.
#YouGotThis
