Recent research suggests that anxiety, when reframed, can be leveraged as a powerful tool in high-stress scenarios such as business pitches. A study spearheaded by Washington State University demonstrates that entrepreneurs who linked their pitch-related anxiety to their deep passion for their projects were rated higher by judges and more likely to receive funding recommendations.

The study, published in the Journal of Business Venturing, explored the concept of emotion reframing. This technique involves entrepreneurs recognising that their anxiety is partially driven by how much the project means to them. The research contrasts this approach with other anxiety management strategies, such as suppression or distraction, which appeared to be less effective, according to the findings.

Lily Zhu, the study’s lead author and researcher at WSU’s Carson College of Business, emphasised the potential benefits of understanding and utilising emotions constructively. “Emotions are not your enemies. They can be your friends,” Zhu remarked, suggesting that a deeper understanding of one’s emotions could transform them into catalysts for positive outcomes.

The study involved a three-part investigation into how anxiety affects entrepreneurial pitches. Initially, the researchers surveyed entrepreneurs on their anxiety management techniques before pitches, finding that most relied on distraction (49%) or physical strategies (40.8%) like deep breathing. Only a tiny fraction (12.2%) reported attempting to reframe their anxiety positively.

Further research was conducted during new venture competitions at business schools in southern California, where it was observed that judges favoured those who reframed their anxiety as an indicator of their commitment to their projects. Another experiment involved college students in a business communications class who made pitches for charitable causes. Students who linked their anxiety to their passion for the cause received higher persuasiveness ratings and were more likely to be recommended for funding.

This reframing did not eliminate anxiety; instead, it became a strategic advantage by aligning it with the entrepreneurs’ passion, thus enhancing their pitch performance. Zhu highlights that raising funds is a critical challenge for entrepreneurs, who often feel a deep psychological attachment to their ventures, viewing their ideas as extensions of themselves.

Zhu’s closing thoughts reinforce the dual nature of anxiety: “Although anxiety can be seen as debilitating or undesirable, there’s a flip side to it: if you are anxious, it is often because you really care.” This insight suggests that, if properly channelled, anxiety can significantly enhance performance by reflecting a profound commitment to the venture.

More information: Lily Yuxuan Zhu et al, Linking anxiety to passion: Emotion regulation and entrepreneurs’ pitch performance, Journal of Business Venturing. DOI: 10.1016/j.jbusvent.2024.106421

Journal information: Journal of Business Venturing Provided by Washington State University