What's the right phrasing/terminology to make the distinction between the thing you are pitching and who you are pitching to? I read this and by the first para

What's the right phrasing/terminology to make the distinction between the thing you are pitching and who you are pitching to? I read this and by the first paragraph was wondering why I'd try to convince anyone to invest in or give attention to TechCrunch or Scoble.