Peter Desberg

Pitching, a core business practice, involves marketing an idea to a potential collaborator. Because thousands or millions of dollars can depend on a ten-minute presentation – or less – mastering every element of this type of presentation significantly benefits those who sell their ideas for a living. Desberg and Davis use their experiences coaching people in the film industry in Hollywood, an especially demanding domain, to bring these pitches to life.

First, the good. The basic knowledge of this book – how to pitch and how to fight through anxieties before pitching – can help those new to this practice. The examples are interesting, if a bit (but not totally) unbalanced towards one industry. This book is especially thorough in describing the psychology of pitching. Anyone seeking to overcome first-time jitters will benefit from this book’s comprehensive approach. It’s clear and easy-to-read.

Now, the weaknesses. Desberg and Davis present very little new theory about pitching, marketing, or rhetoric. Its main “newness” lies in copious examples from Hollywood. This helps those involved in this industry, but little help exists for those of us – most of us – involved in other industries that may be just as “high-stakes” (for example, biomedical devices or political leadership). This book could use some generalization of its principles through broader examples. Finally, there needs to be some kind of conclusion because it just stops cold-turkey. Some kind of summary of its intended intellectual contribution would help, but this motive may be missing from the book’s overall concept. Instead, the authors make a terse joke through an allusion that doesn’t accomplish much for the book.

Because of these weaknesses, this book only directly addresses two main audiences: those involved with the film industry and those who are just learning to pitch. I’m not sure the book reaches many others. It does a thorough job, for sure, but it offers little material to attract those already skilled in the art of selling a product. After finishing the book, I’m still not convinced that the film industry surpasses other critical fields in the pressures of pitching. A more generalized approach might have mitigated these concerns, but the authors’ expertise likely lies in this one industry, not more broadly.… (lisätietoja)