I have worked in advertising for over 25 years, pitched and won some great famous clients, but pitched and come second too many times to mention. I have read many books and articles on pitching.
In its criticism of our industry my toes were curling. Kean is right on the money.
Many talk about best practice and maximising chances.
No book nails- until this one- the crucial difference between coming first and second like David Kean's new book. As he says, it can be the tiniest thing. Like the margin between gold and silver in the Olympics. But it's everything. Do not even think about pitching unless you intend to win. And then apply a ruthless discipline to every part of the process.
However if all this seems like hard work, Kean points out that it is not hard work that makes winning pitches. It's much more about being clever; using experience wisely; making plans for what will go wrong; remembering that the pitch content is part of but is not the only thing that wins.
This is a book from someone who really has experienced a life in new business- and is presented with candour, good humour and some great real examples of what to do, and what not to do.
He helps us think more deeply about what is really at stake in the new business pitch and gives us practical help in turning us from enthusiastic amateurs (well we tried hard and everyone said how well we'd done) into serial, professional winners.