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Pitch to Stick: The “Dil”Logical
Way
@sdaas
QUESTIONS
• Why is it that so many innovation ideas stall in
mid-flight ?
• Why is it so hard for engineers to successfully
pitch an idea ?
• What can we do to change this ?
Pitch This …
• A medium tub of popcorn contains 37 grams
of saturated fat
• For reference, the USDA recommendation is
20 grams per day
• How do you pitch this to the movie going
public ?
A medium-sized popcorn contains more fat than
Bacon + Eggs for breakfast
A Big Mac + fries for Lunch
Steak for Dinner
COMBINED
SIMPLE – THE CORE
• Find out THE SINGLE most important thing
– Not 10 points, just ONE.
– “The Single Customer benefit”
• TurboTax – “Get your Biggest Tax Refund,
Guaranteed” …
– Everything ladders up to this CORE statement
UNEXPECTEDNESS
• The Unexpected Gets Attention
– What is more likely to kill you – shark ? Or deer?
– Break the pattern your audience is expecting
• Incremental vs. dramatic vision of the future
– “Man walking on the Moon”
• Mysteries and Teasers
– Use their natural curiosity to advantage
CONCRETENESS
• Abstract Truths vs. Concrete Language
• “Put a man on the moon by the end of the
decade …”
Vs.
• “Our mission is to become the international
leader in aerospace by leveraging innovation
and strategic initiatives …”
CREDIBILITY
• The Power of Details
– “Small Business Owner” vs. “Sriram Shanker,
sitting in his small pharmacy in Bellandur, poring
over the books with a blue dot-pen”
• Using well-understood relationships
– The ball-bearing experiment ….
• Drop 1 ball-bearing. The noise represents Hiroshima
• Now pour out a bucketful of ball bearings ..
• That noise represents our global nuclear arsenal …
EMOTIONS
• Statistics vs. Real Person
– D4D calls for us to walk in the customer shoes
– Real World Training has Cathy
• Make people care by appealing to the things
that matter to them
– But do this is subtle ways, please
– Not the same as “selfish self-interest”
– Where is the person in “Maslow’s Pyramid” ?
STORIES
• Stories help us connect and visualize
• Every slide in this presentations is taking the
help of a story to pitch an idea to you …
SIX PRINCIPLES
• SIMPLE ( CORE )
• UNEXPECTED
• CONCRETE
• CREDIBLE
• EMOTIONAL
• STORIES
References…
• Made to Stick – Chip Heath and Dan Heath
• http://www.engineerguy.com/white-papers/made-
to-stick.htm
• http://www.youtube.com/watch?feature=player_em
bedded&v=qt3flXhuURE#!

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Pitch to stick

  • 1. Pitch to Stick: The “Dil”Logical Way @sdaas
  • 2. QUESTIONS • Why is it that so many innovation ideas stall in mid-flight ? • Why is it so hard for engineers to successfully pitch an idea ? • What can we do to change this ?
  • 4. • A medium tub of popcorn contains 37 grams of saturated fat • For reference, the USDA recommendation is 20 grams per day • How do you pitch this to the movie going public ?
  • 5. A medium-sized popcorn contains more fat than Bacon + Eggs for breakfast A Big Mac + fries for Lunch Steak for Dinner COMBINED
  • 6. SIMPLE – THE CORE • Find out THE SINGLE most important thing – Not 10 points, just ONE. – “The Single Customer benefit” • TurboTax – “Get your Biggest Tax Refund, Guaranteed” … – Everything ladders up to this CORE statement
  • 7. UNEXPECTEDNESS • The Unexpected Gets Attention – What is more likely to kill you – shark ? Or deer? – Break the pattern your audience is expecting • Incremental vs. dramatic vision of the future – “Man walking on the Moon” • Mysteries and Teasers – Use their natural curiosity to advantage
  • 8. CONCRETENESS • Abstract Truths vs. Concrete Language • “Put a man on the moon by the end of the decade …” Vs. • “Our mission is to become the international leader in aerospace by leveraging innovation and strategic initiatives …”
  • 9. CREDIBILITY • The Power of Details – “Small Business Owner” vs. “Sriram Shanker, sitting in his small pharmacy in Bellandur, poring over the books with a blue dot-pen” • Using well-understood relationships – The ball-bearing experiment …. • Drop 1 ball-bearing. The noise represents Hiroshima • Now pour out a bucketful of ball bearings .. • That noise represents our global nuclear arsenal …
  • 10. EMOTIONS • Statistics vs. Real Person – D4D calls for us to walk in the customer shoes – Real World Training has Cathy • Make people care by appealing to the things that matter to them – But do this is subtle ways, please – Not the same as “selfish self-interest” – Where is the person in “Maslow’s Pyramid” ?
  • 11. STORIES • Stories help us connect and visualize • Every slide in this presentations is taking the help of a story to pitch an idea to you …
  • 12. SIX PRINCIPLES • SIMPLE ( CORE ) • UNEXPECTED • CONCRETE • CREDIBLE • EMOTIONAL • STORIES
  • 13. References… • Made to Stick – Chip Heath and Dan Heath • http://www.engineerguy.com/white-papers/made- to-stick.htm • http://www.youtube.com/watch?feature=player_em bedded&v=qt3flXhuURE#!

Notas del editor

  1. http://www.slideshare.net/abashford/made-to-stick-3415674