The teams wanted to know how she was able to weave her story into her 5-minute pitch so seamlessly. Her strategy was to lean more on the story vs. the financials (which was another one of the components required in the pitch).
The most common question Jennifer gets when she talks about "I Am Unique!" is, "What was the inspiration behind writing this book?" That leads us to believe that people care more about WHY you do something vs. WHAT you do (side note: watch Simon Sinek's Ted Talk on how great leaders inspire action).
Jennifer might not have been able to convince the judges that our brand is scalable, but that didn't stop her from getting the highest score on all the rounds leading up to the final pitch.
YOUR STORY MATTERS.