Pitching is presenting your ideas.
What people and I myself don’t realise is how tough my business life as a designer is and has been. I pitch for ten jobs to get 2. Five jobs to get 1. Clients today make you bleed. You are competing against younger, cheaper and more innovative pitchers. So how do I make myself stand out against the competition? By being totally rehearsed, slick and experienced. I am already very used to pitching. I can do a 3 minute, 30 minutes, 45 minute, 1 hour pitch. All of it is the same process, across all industries.: 1/ This is what I have got. 2/ If you want what I’ve got, then great. 3/ If you don’t want it, this is why you need it 4/ Think about it, cos if you do, this is what it costs. 5/ If you don’t like what it costs, what is your offer? And it must always finish with a question. Because the answer in the end comes from them, and it is a yes or a no.
And that is pitching. If you are in a marketplace you will understand what I mean, except you are both behind a stall and in front of a stall. You have got to sell what people want. Otherwise the stall will have to pack up. I come from customer service. I know how to make people happy. And if they are happy, I know how to make people happier. I have done this for 20 years in my architecture and design business. Once you get the whole point of pitching, you can move on to pitching like a fork and making your pitch stand out from everybody else who is pitching.
What about the market – not in demand and so on?
Don’t worry about the market. If we did, nothing would be invented. You make something. You make people want it. If they don’t want it, modify the product so they want it. It they still don’t want it, make them want you.
Pitching like a fork
Already I had spent an enormous amount of time prepping for the pitch. Making the pitch video took me something like 28 hours. 2 hours initially to storyboard and write the script, then 3 hours every night for a week plus another six hours or so and then the file was corrupt, and so I had to re shoot half of it, and then edit it down to half. I thought I was going to go insane. Then the sound was wrong. So I had to re-record the voice over AND dub. I never questioned what am I doing and why am I doing it? I just thought – I gotta finish this damned video. I made the footage and all the music myself, so I had some files left which were undestroyed. It was the live footage that was spoilt but what can I do? I have to work with what I have to work with which is a nine-year-old MacBook (I swear I love you, MacBook, please don’t give up on me. I just love you, OK). I am still prepping. The launch date is technically Monday 12 December. I have got the weekend.
What about writing it?
But 28 hours – still quicker than writing the novel, right? It took me a year to write, two years to edit (8 drafts) and two years of living in my hard drive, untouched by time and energy and emotions. With two young children, two jobs and almost no time at all, I was doing all this in the early mornings, late at night, weekends for three years. Finally I wrote the book. I had the best literary agent who was also my editor. She was kind and professional. We parted ways a few years ago. Therefore the book is polished and finished-finished. It does NOT need funding to write it. When a friend Fiona Parker-Cole badgered me into showing her the first 30 pages, I demurred and reticently agreed. I sighed and pressed print, thinking all the time this is a bloody waste of paper and ink and she won’t read it. But she did and she told me she could not believe that it was living in my hard drive like some caged animal. She convinced me to start submitting it again. It needs to be published. It needs to get off my hard drive.
Pitching is a skill. So like any technical skill, you will get better and quicker at it.