Features

February 25, 2026

Forget pitch decks — you need pitch cakes!

Startups are working hard to satisfy the viral gods. One founder is winning investors over with personalised cakes. Another hit 10m views online — and got almost zero credit for it


Éanna Kelly

5 min read

Delivering cakes to woo investors. Source: William Lindholm's LinkedIn

It's 3.30am and William Lindholm is giving me a tour of a deserted Founders Inc office.

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Éanna Kelly

Éanna Kelly is a contributing editor at Sifted, and writes Startup Life , a weekly newsletter on what it takes to build a startup. Follow him on X and LinkedIn

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