The hidden agenda is the unspoken, emotional motivation that resides in the heart of your audience. This emotional core is the true motivator behind every decision.
“The ‘want’ is the rational part, but ‘desire,’ that’s the emotional part. It’s the emotional part that buys,” pitch lady Enid Merin says. The pitch is an entirely human endeavor. It is about people, about their ambitions, fears, and desires. The people who best understand these underlying motivators will win. The successes my companies had in business development during my time at ad agencies were due to fabulous teams and great products, but also in no small measure to our scientific approach to what I call the hidden agenda.
When the MasterCard ...