Albert Costa

Hace un par de días terminé de leer Perfect Pitch de Jon Steel sobre las presentaciones que postulan para obtener un cliente. El libro siempre toma como referencia a agencias de marketing, pero la mayoría de los conceptos son totalmente aplicables a cualquier otro campo.
Os dejo con algunos pasajes que me han gustado sobre la preparación y ejecución de una presentación:

When you are presenting in a competitive situation to any client, you don’t have o be right. You just have to be more right tan any of your competitors. Even just appearing to be more right, or maybe having the potential to be more right, is okay.
In other words, althought it hurts to say it, it’s about winning, not accuracy.

Successful communication and persuasión is not, as most people think, about being food at talking, having the ift of the gab. No, the best communicators, the best persuaders, are the best at what they do becouse invariabily they are good listeners.

I cannot stress how important it is to focus on a single idea. It’s the only way of buliding a strong body of work that has really been thought throught (becouse with multiple ideas efforts are obviously diluted), creating and keeping a linear, logical flow to a presentation, and making sure that every important point is backed up.

Simple ideas have more impact tan complicated ideas. They are more memorable in the short term, they are easier to pass on by word of mouth, and in the longer term they endure.
Many of life’s most important, most emotionally charged moments are captured in the simplest of phrases.

You should never tell th audience what to think, rather tan allowing them to draw their own conclusions.

Creativity is not, as many people belive, a proces of invention from nothing. Instead, it’s a painstaking exercise in reduction, of removing all the bits that don’t look like a good idea.

The value of surprise is incalculable.