Who is this book for?
First and foremost, this book is written with creatives, brand managers, and marketers in mind. Besides creating things (brand identities, products, services, experiences, spaces, etc.) the biggest part of our job is convincing others to make ideas actually happen.
But it’s also a good place to start for anyone who feels that they’re not always in control of their ideas, or finds it difficult to get support from others.
In this book you’ll learn how to get buy-in from others, and discover more about how to:
Define the goal
A clear goal helps you and your teammates focus when creating ideas.
Grab the core of the idea
Learn how to describe your ideas so that they become so clear and bright that they are ready to be pitched.
Understand who to convince
To get the necessary buy-in, we must first understand who we are pitching to.
Prepare for the pitch
Let’s get ready for the big day: the moment you deliver your pitch.
Deliver the pitch
All the preparations are done. The moment to pitch has come.