The first 10 seconds
In 2021 Chia Jung-Tsay, an associate professor at UCL showed groups of subjects 10 second clips of entrepreneurs in Venture Capital pitch competitions and asked them to predict the winners. The most successful were the subjects who had access only to the video i.e. visuals without sound. There were no slides, so they never even learned what was being pitched. By contrast people who heard the sound with no visuals scored worse than chance.
Jung-Tsay’s conclusion was that for the VC investors, passion was the differentiator and this was primarily communicated visually by energy, facial expression, gestures, etc. When she asked subjects to identify the most passionate entrepreneurs, it mapped to the actual winners.