The Myths of Innovation

Chapter 13. How to pitch an idea

Pitching is for the powerless. You don’t pitch unless you need something from someone else, whether it’s money for a start-up or permission to go out on a date. If you put yourself into a position where you need to pitch to get what you want, don’t mess it up by pretending you are in control. You’re not. You are asking, and if you want to get what you are asking for, you must prepare. The goal is to make it as easy as possible for someone to say yes, and that doesn’t happen all on its own. Chapter 4 was about how there has never been an idea that sold itself. In my experience, the skill most deficient among people with good ideas is the ability to persuade others on the merits of those ideas. In this chapter, I’ll provide you with a simple way to think about pitching that will dramatically improve your chances.

The act of bringing an idea to someone who has resources you need is called a pitch: movie screenplays, business plans, or just about anything you might call an idea is pitched from one person to another. And although the industries may differ, the basic skill is the same.

All ideas demand change

By definition, acting on an idea means something different will take place in the universe. Even if your idea is undeniably brilliant, it will force someone, somewhere, to change something. Most people do not like change—they fear it. And the qualities ...