"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.

"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 ...