A storytelling framework is a structured method for creating and delivering a narrative that effectively communicates the key components of a story, such as the setting, characters, conflict, and resolution. In a business pitch, this approach is important because it helps engage the audience both emotionally and intellectually by presenting information in an understandable and memorable manner. By using a storytelling framework, startup founders can emphasize their value proposition, demonstrate their understanding of customer needs, and differentiate themselves from competitors. This method not only captures the audience's attention but also helps build trust and credibility, increasing the likelihood that investors or stakeholders will connect with the vision and potential of the business.