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It may seem obvious, but when you are pitching as a team, the team members need to have a shared understanding of what is (and isn’t) going to happen during the pitch. Take the following example. A team from a large multinational advertising agency is pitching to a major banking group. The ‘creative’ section of the pitch, in which the agency talks about the end product, has just begun. The presenter is a senior creative person. Having explained the idea and talked through the script for the TV commercial, he then tells them that he has the perfect soundtrack. He had heard it that very morning and was blown away by how perfect it would be. ...

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