How to pitch a brilliant idea Kimberly D. Elsbach HBR, 2003

Premise Entrepreneurs come up with great pitches to show how their plans or concepts are attractive, timely durable, and high-margin Corporate decision makers don’t “get it” Why?

3 prototypes Showrunner: “professionals” who combine creative inspiration with production and technical know-how Artist: quirky and unpolished, prefer creativity over reality Neophyte: tend to be – or act as if they were – young, inexperienced, and naïve, but are prepared to “do the impossible.” Project yourself as one of these three creative types and convince the “catcher” s/he is a creative collaborator and you improve your chances of selling the idea

Traits we use to stereotype “creatives” Unconventionality Intuitiveness Sensitivity Narcissism Passion Youth We use visual and verbal matches with these models and remember only the characteristics that identify the pitcher as a particular type

How to succeed Catchers overwhelmingly look for showrunners Artists and neophytes can wind through enchantment and charm Showrunners are also the most dangerous because they can blind the catcher through glitz