In the high stakes game of new business this is how designers can win. Used well, you can move from having no leverage to holding all the cards.
Step One: Fit In
To get on a prospect’s wavelength, to get invited to the pitch part…
Winning without pitching=> “I’m terribly sorry, I know that this will be an uncomfortable moment, and I’m sorry about that, but we can’t do creative for less than four times that amount. We use a process that requires a focused analysis. We simply don’t do ‘preliminary creative’ because it just doesn’t work. That’s why our work is in demand.”