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The Pitch

The Pitch. Persuasion and Stickiness. Simple: W hat is the core idea? Connect to what people already know -Heath & Heath (2007). Made to Stick. Unexpected: get attention by surprising them What is counter-intuitive about your idea/message?

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The Pitch

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  1. The Pitch Persuasion and Stickiness

  2. Simple: • What is the core idea? • Connect to what people already know • -Heath & Heath (2007) Made to Stick

  3. Unexpected: get attention by surprising them • What is counter-intuitive about your idea/message? • However – avoid the unrelated (distracting) gimmick • http://www.youtube.com/watch?v=7HMHJ4UTLXM • http://www.buzzfeed.com/awesomer/20-things-that-kill-more-people-than-sharks-every • -Heath & Heath (2007) Made to Stick

  4. Concrete: idea must be easy to grasp and remember • Avoid abstract facts that people don’t connect to • Use statistics to give a sense of the context • Your audience is likely more novice than you – connect to what they will understand via an analogy • -Heath & Heath (2007) Made to Stick

  5. Credible: believability • Have ready examples that demonstrate why your idea would work • Know your facts to the detail • Have statistics at the ready • Know where these facts and stats come from • Convey authentic passion • -Heath & Heath (2007) Made to Stick

  6. Emotional: why is this important? • Your idea might work, but this isn’t an important problem right now • Funds for Africa: statistics vs the story of a single child • Draw a parallel to what they already care about • Know your audience. What is their sense of identity? • -Heath & Heath (2007) Made to Stick

  7. Story-Centered: • Stories are universal – You can connect to the narrative they already know to convey a lot of meaning in little time. • The Challenge: rags to riches, the underdog • The Connection Plot: different people forming unlikely relationships • Creativity Plot: a person attacks an old problem in a new way • If you don’t have a naturally occurring story (helps with credibility), create one. • -Heath & Heath (2007) Made to Stick

  8. Your audience will categorize you in a matter of seconds. • Study of 50 Hollywood executives who heard dozens of pitches from screenwriters. • Types emerged and the “pitcher” is clearly stereotyped early • Showrunner: perfect combo of creativity and know-how • Artist: quirky, unpolished, creative but a nightmare to work with • Neophyte: young, inexperienced and VERY naïve. • Elsbach, 2003, Harvard Business Review What you say vs Who you are

  9. Leadership as Meaning-Making

  10. http://oscar.gmu.edu/students/Creating-Posters.cfm Posters?

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