"We will break free from our addiction to the big reveal and the adrenaline rush of putting ourselves in the win or lose situation of the presentation. Until we break ourselves from this addiction we will never get rid of the pitch."

We Must:

1. Establish the rules of collaboration before every engagement.
2. Never present creative work without an agreed-upon strategy.
3. Encourage client input on strategy.
4. Always review strategy before any creative work is shown.
5. Have fewer options of better quality.
6. Always present our work to decision-makers.

What does this mean:

Avoid one-sided pitching or presenting.

"Well it is common practice in the creative profession to prescribe solutions without fully and accurately diagnosing the problem. In almost every other profession such a sequence would render the professional liable for malpractice. Too often we are guilty of this flawed process and our clients are guilty of trying to impose such a process through the pitch."

We must:

1. Diagnose the problem
2. Prescribe the therapy
3. Apply the therapy
4. Reapply the therapy as necessary.

What does this mean:

A doctor will never start operating based on a self-diagnosis from a patient. Treat your clients the same. 

"The first thing we must understand if we are to approach selling properly and respectfully, is that the client's motivation and by necessity our role as a salesperson evolves as he progresses through the buying cycle."

To sell we must:

1. Help the unaware.
2. Inspire the interested. 
3. Reassure those who have formed intent. 

What does this mean: 

Many clients are unaware of bottlenecks within their business. Our job is not to sell a solution but to help them discover new opportunities, and inspire them to take action all through a careful and articulate demonstration of our expertise.