John Aguilar's 'The Art and Science of the Pitch' Is the Crash Course Every Startup Founder Needs


Serial entrepreneur John Aguilar has just released his second book with Penguin Random House SEA, and it might just be the startup crash course that Filipino entrepreneurs need. Released at the start of 2023, The Art and Science of the Pitch: The Ultimate Playbook for Pitching to Partners, Investors, and Reality TV Shows dives deep into the field John Aguilar excels at—the pitch.

As the founder and host of CNN Philippines’ The Final Pitch, Aguilar has spent hundreds of hours watching Filipino founders pitch to investor-judges, and he himself has logged 10,000 hours of pitching his own businesses and ideas. After two decades of entrepreneurial experience, Aguilar decided it was time to share all the knowledge he’s accumulated on how to make the perfect pitch. 

ALSO READ: The Final Pitch Goes International As It Launches ASEAN Edition

The pitch is essentially a representation of your story and the clarity of your thoughts. It is, in its barest elements, an equalizer and tool for people to believe in and invest in your vision—whoever you are, whatever you do, and whatever you are pitching,” writes Aguilar in his book.

The TV host is also the CEO of Dragon’s Nest, a Manila-based startup ecosystem enabler that’s been featured on The Final Pitch. With the show’s investor-judges, The Final Pitches has funded millions of dollars into Filipino entrepreneurs and the Philippine startup ecosystem. The startup community is a large part of The Art and Science of the Pitch as Aguilar interviewed over 50 startup founders and investors for the book.


“I hope that through this book, we will be able to expand our impact to help more entrepreneurs and people with brilliant ideas and companies to get the funding and support that they need to take their endeavors to the next level,” Aguilar said.

The Art and Science of the Pitch is, as its full title suggests, a playbook for startup founders, but it’s more than just a manual or textbook. It’s an introduction to the Philippine startup ecosystem with real-world anecdotes and examples. The Art and Science of the Pitch is rooted in Filipino entrepreneurial stories, with input from the most successful startup founders and influential investors in the community.

“My personal motivation for writing this book is to distill the best practices in the world so we can increase our chances of success in the endeavors we will take on in the coming years. On a broader level, I also wanted this book to be a way that my readers can pitch effectively—with whoever they are pitching to, for whatever purpose or whatever stage of an idea or business,” Aguilar said.

Aguilar is currently taking his own advice as he prepares to pitch The Final Pitch to strategic investors to grow the scale across Southeast Asia and beyond.

The Art and Science of the Pitch: The Ultimate Playbook for Pitching to Partners, Investors, and Reality TV Shows is available in Fully Booked in the Philippines and Kinokuniya in Singapore. You can also purchase the book on Amazon, National Bookstore, Shopee, and Lazada.

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Anri Ichimura
Section Editor, Esquire Philippines
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