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Editor's Notes

1. +SO THEN WHY ARE WE HERE?
2. NOW, WE ARE NOT GOING TO TURN YOU INTO STEEVE JOBS OR BARACK OBAMA IN A DAY. PITCHING IS A COMPLEXE SCIENCE. Notre façon de voir la chose : les bases scientifiques et non des recettes Nous sommes des passeurs, vulgariser la science Image science Robert Cialdini, Robert-Vincent Joule, David Rock, Dan Pink
3. EVERY ONE KNOWS THE ALLEGORY OF THE ICEBERG. LET’S PRETEND HERE, THAT THE ICEBERG REPRESENTS YOU WORKLOAD, THE TIP IS THE PART THAT WILL EVENTUALLY MAKE IT TO THE MARKET, WHILE THE BOTTOM IS THE WORK THAT WILL REMAIN IN THE SHADOW BECAUSE OF MISCOMMUNICATION
4. AND THAT’S A LOT OF WORK…. (PAUSE AND WAIT) WHICH RAISES TWO MAIN ISSUES FOR BOTH YOU AND THE COMPANY (NEXT SLIDE)
5. WHICH IS NEITHER PROFITABLE FOR YOU, OR FOR THE COMPANY. FOR YOU, YOU GOT WORK FRUSTRATION FOR YOU You work very hard On producing innovative and smart features… AND FOR THE COMPANY, SO MANY GREAT IDEAS THAT WILL EVER STAY IN THE SHADOWS, SO MANY MISSED OPPORTUNITIES.
6. FIRST THING FIRST, WHAT IS A PITCH? YOU HEAR IT EVERYWHERE, AND MOST OF YOU WILL TELL ME IT’S A PRESENTATION, WHERE YOU’RE DEVELOPPING YOUR IDEAS AND TRY TO CONVINCE YOUR AUDIENCE. OK, BUT THEN WHY CALL IT A PITCH?
7. ACTUALLY, IN MY OPINION, IT’S THE PERFECT WORD TO DESCRIBE WHAT IT IS: SHORT AND IMPACTFUL, LIKE THE SOUND OF A PUNCH.
8. Dale Carnegie WAS THE FIRST ONE TO INTRODUCE THE VERY FAMOUS NOTION OF ELEVATOR PITCH. HIS BELIEF IS THAT…. …
9. AND INDEED. THERE IS A MASSIVE INADEQUATION BETWEEN THE AMOUNT OF WORK THAT YOU SPEND BUILDING UP A PROJECT, AND THE AMOUNT OF TIME THAT YOU’RE GIVEN TO SUPPORT IT
10. EXPLAIN THE PITCH EXPERIENCE
11. PERFECT PITCH BECAUSE IT’S SHORT / STRAIGHT TO THE POINT (WE UNDERSTAND IMMEDIATELY THE PURPOSE OF THE INVENTION) / YOU HAVE THAT SHOW ELEMENT, THAT EXCITEMENT THAT TRIGGERS THE ATTENTION. YOU BUY IT. SO IN THE END, A PITCH IS JUST THE ART OF CATCHING YOUR AUDIENCE TO EXPLAIN VERY CLEARLY THE MAIN PURPOSE OF YOUR PROJECT, IN A SHORT PERIOD OF TIME. WE’RE GONNA DEEP DIVE A BIT IN THE TWO MAIN ELEMENTS THAT WILL BUILD YOUR SPEECH… (NEXT SLIDE)
12. Test avec les E ?
13. TOO MANY TIMES, DURING PITCH SESSION, I HAD THIS WEIRD FEELING THAT I WAS NOT REALLY FOLLOWING WHERE THE ANCHOR WAS TAKING ME TO. AND IT TURNED OUT THAT AT THE END OF THE PITCH, I WOULD REMAIN WITH THIS QUESTION IN MIND: SO WHAT? I HEARD YOUR STORY, I AGREE WITH MOST OF THE FACT, I ACKNOWLEDGE THE EFFORT AND THE WORK PRODUCED,…. BUT WHAT’S YOUR POINT? WHAT DO YOU WANT ME TO DO? WHY ARE YOU TELLING ME THIS? YOU NEED TO PLAN OUT VERY CLEARLY WHAT IS THE PURPOSE OF YOUR PITCH: (NEXT SLIDE)
14. WHAT YOU WANT THEM TO KNOW (EXAMPLES..)
15. WHAT YOU WANT THEM TO KNOW (EXAMPLES..)
16. HOW DO YOU WANT THEM TO FEEL, WHAT DO YOU WANT THEM TO SEE
17. WHAT DO YOU WANT THEM TO DO. WHAT CAN THEY DO TO HELP YOU ACHIEVE THIS PROJECT
18. WHICH BRINGS US TO THE MAIN QUESTION BEFORE WORKING ON A PROJECT PITCH: WHO IS YOUR AUDIENCE, WHAT ARE THEY INTERESTED INTO AND HOW CAN YOU APPEAL TO THAT? WHAT CAN YOU BRING THEM? THE SIMPLE RULE UNDERLYING A PITCH IS THE RULE OF “GIVE TO GET’ THE VALUE YOU SEE IN THE PROJECT IN NOT NECESSARALY THE VALUE OF YOUR AUDIENCE. YOU NEED TO SHOW THAT THE VALUE ACCORDING TO THEIR KPIS ARE GOOD TO TRIGGER THEIR ACTION TOWARDS SOMETHING YOU WILL BENEFIT. IT’S ABOUT CONVINCING SOMEONE THAT YOUR IDEA IS THE RIGHT THING FOR THEM, NOT FOR YOU.
19. ONCE THEY SEE THE VALUE, THE JOB IS NOT QUITE DONE YET.
20. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
21. WHILE NO CHANGE OFTEN LOOKS LIKE THIS. IT’S WHAT’S PREDICTABLE, WHAT’S COMING IN THE NEAR FUTURE, WHAT WE KNOW WE CAN DO, BECAUSE WE’VE DONE IT IN THE PAST, AND IT ALWAYS WORKED IN THE PAST DIDN’T IT? THAT’S HOME (EVEN IF THESE KIND OF HOMES PROBABLY ONLY EXIST IN THE US..  ). IT’S WHERE YOU’RE COMFORTABLE AND WHERE YOU BELIEVE YOU’RE IN CONTROLE. WHY WOULD YOU LEAVE IT? NOW SAY THAT YOUR ROOF JUST GOT BROKEN. THE AIR IN THE HOUSE IS NOT AS WARM AS IT USED TO BE. THE CABLE JUST BROKE DOWN, AND WIFI IS ANORMALLY SLOW… ON TOP OF THAT, YOU HEARD THAT THE GOVERNMENT IS PLANNING TO BUILD AN AIRPORT CLOSE BY. NOW WOULD YOU BE MORE LIKELY TO LEAVE YOUR HOUSE?
22. A PROJECT IS JUST THE SAME MANY OF US ARE RISK AVERSE BECAUSE WE TEND TO COMPLY IN WHAT WE KNOW AND THE PERSPECTIVE OF HIGH BENEFITS IS NOT ENOUGH TO TRIGGER A REAL MOTIVATION FOR CHANGE. WE NEED TO APPEAL TO DIFFERENT ELEMENTS
23. WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE. SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE. CONCRETE EXAMPLES: >>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI >>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS >>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE >>> …
24. WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE. SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE. CONCRETE EXAMPLES: >>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI >>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS >>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE >>> …
25. Ecoute = passion, wit, quirkiness Rejet = slickness, trying too hard, too many ideas
26. THE GREEK
27. ETHOS
28. THE SECOND AFFECT IS THE LOGOS THERE’S A FEW THINGS THAT YOU NEED TO UNDERSTAND BEFORE YOU BUILD YOUR PROJECT PITCH.
29. SO WE’RE NOT ACTUALLY GONNA TEACH YOU HOW TO PERFORM AN INCEPTION ON SOMEONE JUST LIKE LEONARDO DE CAPRIO WOULD, BUT WE’RE GONNA TALK ABOUT ATTUNEMENT, OR THE ABILITY TO THINK LIKE YOUR AUDIENCE AND THEN, JUST LIKE ON A ROADMAP, TO DRAFT YOUR WAY FROM ONE IDEA TO ANOTHER
30. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
31. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
32. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
33. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
34. BUT WHAT WE CAN GIVE YOU IS A BROAD TOOLBOX THAT WILL ENABLE YOU TO BETTER UNDERSTAND THE DIFFERENT ELEMENTS THAT INFLUENCE DECISION TAKING AND GIVE YOU THE FIRST HINTS OF PITCHING STRATEGIES. THEN, JUST LIKE RIDING A CAR, IT WILL COME WITH TIME AND EXPERIENCE
35. Pour les slides suivantes, animation : 1 le mot en caractères standard. 2 le mot avec les caractères de sa pub 3 le mot avec la marque Ici marque = google
36. Marque = Dior
37. Marque = volkswagen
38. Le titre d’un email est un pitch Etudes Carnegie Mellon sur le sujet Ceux qui sont ouvert : Utiles (surtout quand j’en reçois) : qqch à gagner ou à perdre Qui éveillent ma curiosité (surtout quand je n’en reçois pas trop) Et pas les deux en même temps
39. Marque = volkswagen
40. Marque = volkswagen
41. QUESTION « Etes-vous mieux maintenant qu’il y a 4 ans ? » (Reagan puis Romney) recherche : les questions sont + puissantes que les affirmations. Sous réserve que le fond soit fort Affirmation : je peux la recevoir passivement Question : je dois y répondre / cela me demande un minimum d'effort / donc je serai + moteur pour agir
42. Plaidoirie pour OJ Simpson. Le gant : "if it dosn't fit, you must acquit" Etude sur des aphorismes sans / avec rime => meilleur score avec rime What sobriety conceals, alcohol reveals / unmasks la rime facilite le processing mental, se mémorise mieux Note de BD : à mon avis, pas seulement les rimes mais tous les jeux avec les sons (Quand c’est trop c’est tropico, Quand c’est bon c’est Bonduelle HARIBO
43. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
44. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
45. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
46. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
47. Le titre d’un email est un pitch Etudes Carnegie Mellon sur le sujet Ceux qui sont ouvert : Utiles (surtout quand j’en reçois) : qqch à gagner ou à perdre Qui éveillent ma curiosité (surtout quand je n’en reçois pas trop) Et pas les deux en même temps
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