5

The Credo

Credo means literally “I believe.” Any pitch has, as a key element, the abiding and sincere beliefs of the individual or company making that pitch. The credo connects to the values, because it is a belief system you and your audience share. You are joined because you best understand the company’s fundamental beliefs and guiding principles.

The Mystery Visitor

Desperate to make money for my college tuition, I landed a job at Marriott In-Flite Services (the airline-catering division of Marriott International). I began at JFK airport, New York, forty-five minutes from my house. I couldn’t believe my good fortune. For the first month I mopped floors. Then one day, out of the blue, I was taken around to the loading dock. There sat a ...

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