I thought Zemrak's guideline about telling your story made sense. Glasses, meatballs, sorbet, or buttons — by far the most interesting thing about each company was the people behind it, who'd taken a creative business idea and run with it.
Just before I left for the day, I met the Knoetgen family, who was pitching Love of Country Clothing, a "patriotic clothing line" made in the US and dedicated to those who serve in the military, fire, and police departments and EMS.
Joseph Knoetgen, who is an active duty medic in the air force, told me he and his family have a personal investment in the company. "It's not just a line; it's not just a brand or a company," he said. "It's what we believe in."