This document provides guidance on creating effective pitches. It discusses that pitching requires a learning curve but can be approached scientifically. An effective pitch should be concise, catchy, and contain a clear call-to-action. It recommends identifying what information the audience needs to know, what feelings one wants to evoke, and what action one wants them to take. Framing the benefits of changing and risks of not changing can be persuasive. The document also provides examples of pitch structures like using a fairy tale framework or Twitter-style question-inform-promote format.
3. yet can be approached as a science
Robert Cialdini
The Principles
of Persuasion
David Rock
Director of the
Neuroleadership Institute
Dan Pink
A Whole New Mind
4. what % of your work
is not on the market
because you did not convince
the decision makers ?
56. FAIRY TALE
a common way to organize your pitch
is to follow the fairy tale rythm.
57. ONCE UPON A TIME
_start with a real and
personal example to
anchor your topic in
reality
58. ONCE UPON A TIME
EVERYDAY
_show how your
example is relevant to
everyday life situations
59. ONCE UPON A TIME
EVERYDAY
ONE DAY
_introduce the game
changer that is
threatening or creating
new opportunities
60. ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
_explain the changes
in the industry and how
it might affect them
61. ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
BECAUSE OF THAT
_explain what you
need to change to
adapt to the new
situation
62. ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
BECAUSE OF THAT
UNTIL FINALLY
_what are the
objectives? what will
be the new situation
after the change?
NOW, WE ARE NOT GOING TO TURN YOU INTO STEEVE JOBS OR BARACK OBAMA IN A DAY.
PITCHING IS A COMPLEXE SCIENCE.
Notre façon de voir la chose : les bases scientifiques et non des recettes
Nous sommes des passeurs, vulgariser la science
Image science Robert Cialdini, Robert-Vincent Joule, David Rock, Dan Pink
AND THAT’S A LOT OF WORK…. (PAUSE AND WAIT)
WHICH RAISES TWO MAIN ISSUES FOR BOTH YOU AND THE COMPANY (NEXT SLIDE)
WHICH IS NEITHER PROFITABLE FOR YOU, OR FOR THE COMPANY.
FOR YOU, YOU GOT WORK FRUSTRATION FOR YOU
You work very hard
On producing innovative and smart features…
AND FOR THE COMPANY, SO MANY GREAT IDEAS THAT WILL EVER STAY IN THE SHADOWS, SO MANY MISSED OPPORTUNITIES.
ACTUALLY, IN MY OPINION, IT’S THE PERFECT WORD TO DESCRIBE WHAT IT IS:
SHORT AND IMPACTFUL, LIKE THE SOUND OF A PUNCH.
Dale Carnegie WAS THE FIRST ONE TO INTRODUCE THE VERY FAMOUS NOTION OF ELEVATOR PITCH.
HIS BELIEF IS THAT….
…
AND INDEED. THERE IS A MASSIVE INADEQUATION BETWEEN THE AMOUNT OF WORK THAT YOU SPEND BUILDING UP A PROJECT, AND THE AMOUNT OF TIME THAT YOU’RE GIVEN TO SUPPORT IT
EXPLAIN THE PITCH EXPERIENCE
TOO MANY TIMES, DURING PITCH SESSION, I HAD THIS WEIRD FEELING THAT I WAS NOT REALLY FOLLOWING WHERE THE ANCHOR WAS TAKING ME TO.
AND IT TURNED OUT THAT AT THE END OF THE PITCH, I WOULD REMAIN WITH THIS QUESTION IN MIND: SO WHAT?
I HEARD YOUR STORY, I AGREE WITH MOST OF THE FACT, I ACKNOWLEDGE THE EFFORT AND THE WORK PRODUCED,…. BUT WHAT’S YOUR POINT? WHAT DO YOU WANT ME TO DO? WHY ARE YOU TELLING ME THIS?
YOU NEED TO PLAN OUT VERY CLEARLY WHAT IS THE PURPOSE OF YOUR PITCH: (NEXT SLIDE)
WHAT YOU WANT THEM TO KNOW (EXAMPLES..)
HOW DO YOU WANT THEM TO FEEL, WHAT DO YOU WANT THEM TO SEE
WHAT DO YOU WANT THEM TO DO. WHAT CAN THEY DO TO HELP YOU ACHIEVE THIS PROJECT
WHICH BRINGS US TO THE MAIN QUESTION BEFORE WORKING ON A PROJECT PITCH: WHO IS YOUR AUDIENCE, WHAT ARE THEY INTERESTED INTO AND HOW CAN YOU APPEAL TO THAT?
WHAT CAN YOU BRING THEM? THE SIMPLE RULE UNDERLYING A PITCH IS THE RULE OF “GIVE TO GET’
THE VALUE YOU SEE IN THE PROJECT IN NOT NECESSARALY THE VALUE OF YOUR AUDIENCE. YOU NEED TO SHOW THAT THE VALUE ACCORDING TO THEIR KPIS ARE GOOD TO TRIGGER THEIR ACTION TOWARDS SOMETHING YOU WILL BENEFIT. IT’S ABOUT CONVINCING SOMEONE THAT YOUR IDEA IS THE RIGHT THING FOR THEM, NOT FOR YOU.
ONCE THEY SEE THE VALUE, THE JOB IS NOT QUITE DONE YET.
CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,...
NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT?
NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,...
NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT?
NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,...
NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT?
NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,...
NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT?
NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,...
NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT?
NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
A PROJECT IS JUST THE SAME
MANY OF US ARE RISK AVERSE BECAUSE WE TEND TO COMPLY IN WHAT WE KNOW AND THE PERSPECTIVE OF HIGH BENEFITS IS NOT ENOUGH TO TRIGGER A REAL MOTIVATION FOR CHANGE. WE NEED TO APPEAL TO DIFFERENT ELEMENTS
WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE.
SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE.
CONCRETE EXAMPLES:
>>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI
>>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS
>>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE
>>> …
WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE.
SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE.
CONCRETE EXAMPLES:
>>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI
>>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS
>>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE
>>> …
Ecoute = passion, wit, quirkiness
Rejet = slickness, trying too hard, too many ideas
THE GREEK
ETHOS
THE SECOND AFFECT IS THE LOGOS
THERE’S A FEW THINGS THAT YOU NEED TO UNDERSTAND BEFORE YOU BUILD YOUR PROJECT PITCH.
SO WE’RE NOT ACTUALLY GONNA TEACH YOU HOW TO PERFORM AN INCEPTION ON SOMEONE JUST LIKE LEONARDO DE CAPRIO WOULD, BUT WE’RE GONNA TALK ABOUT ATTUNEMENT, OR THE ABILITY TO THINK LIKE YOUR AUDIENCE AND THEN, JUST LIKE ON A ROADMAP, TO DRAFT YOUR WAY FROM ONE IDEA TO ANOTHER
Archimède
Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
Archimède
Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
BUT WHAT WE CAN GIVE YOU IS A BROAD TOOLBOX THAT WILL ENABLE YOU TO BETTER UNDERSTAND THE DIFFERENT ELEMENTS THAT INFLUENCE DECISION TAKING AND GIVE YOU THE FIRST HINTS OF PITCHING STRATEGIES. THEN, JUST LIKE RIDING A CAR, IT WILL COME WITH TIME AND EXPERIENCE
Pour les slides suivantes, animation :
1 le mot en caractères standard.
2 le mot avec les caractères de sa pub
3 le mot avec la marque
Ici marque = google
QUESTION
« Etes-vous mieux maintenant qu’il y a 4 ans ? » (Reagan puis Romney)
recherche : les questions sont + puissantes que les affirmations. Sous réserve que le fond soit fort
Affirmation : je peux la recevoir passivement
Question : je dois y répondre / cela me demande un minimum d'effort / donc je serai + moteur pour agir
Plaidoirie pour OJ Simpson. Le gant : "if it dosn't fit, you must acquit"
Etude sur des aphorismes sans / avec rime => meilleur score avec rime
What sobriety conceals, alcohol reveals / unmasks
la rime facilite le processing mental, se mémorise mieux
Note de BD : à mon avis, pas seulement les rimes mais tous les jeux avec les sons (Quand c’est trop c’est tropico, Quand c’est bon c’est Bonduelle
HARIBO
Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères
Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ...
Etude sur intérêt de tweets (par les followers, 43000 ratings)
36% seulement valent la peine d'être lus
- ils posent des questions au follower
- ils donnent information et liens, nouveau et clarity
auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères
Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ...
Etude sur intérêt de tweets (par les followers, 43000 ratings)
36% seulement valent la peine d'être lus
- ils posent des questions au follower
- ils donnent information et liens, nouveau et clarity
auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères
Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ...
Etude sur intérêt de tweets (par les followers, 43000 ratings)
36% seulement valent la peine d'être lus
- ils posent des questions au follower
- ils donnent information et liens, nouveau et clarity
auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères
Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ...
Etude sur intérêt de tweets (par les followers, 43000 ratings)
36% seulement valent la peine d'être lus
- ils posent des questions au follower
- ils donnent information et liens, nouveau et clarity
auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
Le titre d’un email est un pitch
Etudes Carnegie Mellon sur le sujet
Ceux qui sont ouvert :
Utiles (surtout quand j’en reçois) : qqch à gagner ou à perdre
Qui éveillent ma curiosité (surtout quand je n’en reçois pas trop)
Et pas les deux en même temps