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Communication & influence · Pitching ideas

You're in the final agency pitch and have ten minutes with the client's CMO to sell a campaign platform that's braver than the safe option they expected. How do you structure the pitch to win the room?

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I never open on the creative — I open on their problem in their words, because the CMO has to feel understood before she'll take a risk with me.

The full answer: structure, worked example, likely follow-up.

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