Much has passed since Chicago’s failed bid for the 2016 Summer Games, but I didn’t want to miss the opportunity to pass along this invaluable resource and blow-by-blow description of what goes into such a weighty pitch. The author and advertising veteran, Jon Steel, caps 288 pages of how-to with an insider’s perspective on “the perfect pitch” — London’s winning bid for the 2012 Olympic Games.
Perfect Pitch: The Art of Selling Ideas and Winning New Business is a human and humorous examination of what feeds the advertising agency: new business. The pitch that can ignite new business and become a spark for a fruitful relationship doesn’t happen in a hasty planning meeting and certainly not if that meeting takes place mere hours before the presentation and in the car on the way to that presentation. Been there. Done that. To read Steel describe the strategic planning, tireless practice and enthusiastic performance — combined with respect for his audience and his team — is to re-engage with what can make the process so exciting and enjoyable.
In the course of his storytelling, and he has some great stories, he not-so-gently points out the pitfalls of Powerpoint, the importance of taking time out and time off, and the value of engaging and entrusting team members to do their best and shine. Steel’s scorn for the slideshow crutch that so many marketing folks lean on is keen and shared by those who sit and agonize over this unwelcome part of any presentation (much less new business pitch). He gives more than lip service to satisfying the need to return to our real lives and refuel with the precious energy that comes from time spent with family and friends. And his gracious reminder that we do best when when both stirred and supported by our peers is compelling in the truest sense of the word.