Shorter forms of pitch have been accelerated by Twitter (and I would also add SMS). Rhyming can improve pitch recall (I would also add alliteration).
Problem solving should be replaced by problem finding, via better customer immersion and perspective.Įxamples of ‘one-word equity’ in branding include Google (‘search’), MasterCard (‘priceless’), and Barack Obama’s 2012 re-election campaign (‘Forward’).
The role of perspective is key – instead of trying to find how to sell vacuum cleaners, a company may be better off selling a weekly cleaning service, or new kinds of carpets, or stronger window screens to keep out the dust. Pitch with the personal and purposeful touch, move from upselling to ‘upserving,’ tap emotional intelligence, keep asking if you can really help your client/customer and the world in general (integrity) Learn how to listen, pick tips by observing improvisational theatre, think win-win and mutual benefits, use creativity rather than coercion, adopt a ‘yes and’ approach rather than ‘yes but’ Master the art of the one-word pitch, one Tweet pitch, one email subject-line pitch use rhymes, questions and even movie storylines (Pixar) to frame your pitch experiment with multimedia and pecha-kucha formats Practice interrogative self-talk, balance positivity with ‘appropriate negativity’ (levity + gravity), cultivate flexible optimism, improve your explanatory styleįind the right problem to solve, frame your context creatively (in terms of experience and potential), learn how to ask good questions, provide clear action paths, use the ‘five whys’ approach to find hidden problems Master the art of empathy, perspective-taking and ‘social cartography ’ draw discussion maps and mood maps be chameleon-like in adjustments be an ‘ambivert’ (extrovert + introvert)
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