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Why selling ideas is hard

Why selling ideas is hard

Generating creative ideas is easy. Selling them to strangers is hard. The ability to sell an idea has as much to do with the seller's traits as the idea's inherent quality.

Judgments about the pitcher's ability to come up with workable ideas can interfere with the perception of the idea's worth. That means that when you're preparing to pitch your idea to strangers, your audience will put you in a box. And in less than 150 milliseconds.

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Test the pitcher

  • In a meeting with a showrunner, the catcher can test the pitcher's expertise and question how the pitcher would react to various changes to the idea.
  • For artists and neophytes, their ability can be judged by asking them to deliver a finished produc...

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Successful pitchers involve the catchers

We believe that creative people possess certain traits. For example, unconventionality, intuitiveness, sensitivity, narcissism, passion, and youth. When a stranger pitches an idea, the catcher subconsciously uses these traits to sort through the pitchers as creative or not. Only 1% of ideas will ...

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Catchers beware

There is nothing more dangerous than a good pitcher with no real talent. Catchers too often let themselves be wooed by positive stereotypes, especially that of the showrunner, rather than by the quality of the ideas.

Real creativity is more difficult to classify. Those who...

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Catchers have no verifiable way to measure creativity

A study showed that people on the receiving end of pitches have no objective way to assess creativity - not even the expert ones.

  • Their criteria are subjective and often inaccurate, and from early on, they are set.
  • If they detect subtle cu...

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The neophyte

Neophytes plead ignorance. They score points for daring to do the impossible, which is seen as refreshing. They present themselves as eager learners and confidently ask for help.

Catchers are naturally flattered and enjoy sharing their knowledge. They become mento...

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The artist

They display passion and enthusiasm about their ideas but are less conformist in their dress and mannerisms and tend to be socially awkward. The artist appears to have little or no knowledge or interest in the details of implementation.

They completely command the...

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260 reads

The showrunner

Showrunners combine creative thinking and passion with technical know-how to convince catchers that the ideas can be developed successfully.

They engage the catcher by getting the catcher to respond to a memory they are both familiar with. Then they build on the c...

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Successful pitchers

Successful pitchers tend to be categorised by catchers as one of three types.

  • The showrunner comes off as a professional who combines creative inspiration with production know-how.
  • The artist appears to be unpolished and prefer the world of ...

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462 reads

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Travel aficionado Writer. Passionate social media geek. Reader.

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