Thorough is Key

Well, we won the One Show Pitch Competition. That was rad. Here’s my takeaway, or why essentially I believe we won (I promise this is actually meant to be helpful, don’t stop reading because that sounds arrogant). 

Everyone came with a good idea (for the most part). But just having a good idea is only the first step. We didn’t win because we had a good idea, or even the best idea for that matter. This is what we did: 

Once you have your good idea, you need to research it. Then you need to research it. Then you need to research it. (Ad teems peeps jah feel?). 

Then you need to figure out the why. And I don’t mean the why for the big idea, I mean the why for everything, even down to the most minute of details. If you can’t explain why you’re doing absolutely everything you suggest in your campaign, and more importantly why it relates to your core idea, you’re fucked.

Once you’ve got the idea, the research, and the why, you’re almost there. The last thing is to practice. Don’t bring note cards to a pitch. It sounds simple, but hey a lot of people do it. Memorize a script. Practice in front of a mirror. Ask a friend to help. Just do it man, I don’t care how but figure it out.  

After that, you’re ready. Work is subjective, and while you may make great work there are plenty of people who can still say no. That’s fine. Believe in your work, trust your gut if you believe it’s great, and eventually someone else will see that too. 

Caleb Couturie. 5.9.17