Pitching is a toxic and addictive habit that sucks up valuable resources and ultimately demeans both you and the work you do.
In the creative industries, pitching is understood to be the most commonly accepted way in which clients choose suppliers. And thus the art of the pitch has become a critical way for design companies (and freelancers) to win clients, either for specific projects, or as a retained agency.
Given that a successful pitch can lead to work resulting in many thousands of dollars of billable work, its no surprise that agencies invited to pitch will put a huge amount of effort into creating pitch materials, including a lengthy written proposaloften with a full cost breakdownand lavish presentation material showing spec work.
The pitch presentation itself becomes a piece of theatre, with a senior creative outlining his vision for the client, seeking an emotional response, followed by the big reveal of the concept and the visualswhether boards, a video or screens. Think of Don Draper in Mad Men, reducing the room to tears with the reveal of the Kodak Carousel, tapping into the sense of our most personal memories. Its not a spaceship, its a time machine. Its the drama, the magic, that makes pitching so seductive and so appealing.
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