The "Why Now?" Frame You're almost ready to pitch the "big idea." But first, a reminder of the obvious: Nobody wants to invest time or money into an old deal that has been sitting around. This is why you need to introduce a "Why now?" frame. It's vitally important that the target knows that your idea is new, emerging from current market opportunities and that it's not some relic left over from bygone days. The target needs to know that you are pitching a new idea that come to life from a pattern of forces that you recognized, seized, and are now taking advantage of. And the target needs to know that you have more knowledge about these things than anyone else.