DisRUPt - BBCDbbcdcomdes.weebly.com/uploads/1/1/8/...9_min_pitch.pdf · AD301 - Culture of Change &...

AD301 - Culture of Change & Innovation 2012 from the book: DISRUPT - by Luke Williams FT Press - 2011

DisRUPtPreparing the 9 Minute Pitch


You’ve got 10 seconds


You’ve got 10 seconds to grab your audience’s attention



And another 8 minutes and 50 seconds



And another 8 minutes and 50 seconds to keep it.


Well, you are almost there. . .


Well, you are almost there. . .You have started with some hypotheses,put them into context and defined an opportunity.



You have generated severalTerrific ideas and moulded theminto a single solution.



You have generated severalTerrific ideas and moulded theminto a single solution.

Now you have to sell the ideato those that matter.


Think about a movie preview. . .



If the producers really want to get you

excited about seeing a movie




excited about seeing a movieThey know they have to ‘hook’ you in quickly,

with the title & narration.






You know the guy with the ‘deep’ cinema voice . . .






You know the guy with the ‘deep’ cinema voice . . .COMING SOON . . . to a Cinema Near You!


Once they have grabbed your attention . . .


Once they have grabbed your attention . . .

They then have less than

5 minutes to persuade

you with the rest of the trailer.


In our scenario we are going develop a9 minute pitch.



Why 9 minutes?



Why 9 minutes?

Because it promotes precision,

in your thinking and organisation.



Why 9 minutes?

Because it promotes precision,

in your thinking and organisation.

It will ensure you remember the

important details and pack as much

meaning into those minutes

as you can.


Just like the movie trailerthere are 3 distinct phases. . .



1. Start by creating empathy - why should I care?




2. Continue by building tension - I’m curious to see where this is going?




2. Continue by building tension - I’m curious to see where this is going?

3. Turning your audience into believers - Hey, this is great. How do we implement it?


Whilst Power point has become a bit of a cliché presentation tool, let’sassume that most are goingto revert to it in some form or other.


Whilst Power point has become a bit of a cliché presentation tool, let’sassume that most are goingto revert to it in some form or other.

Whether you use this program oranother method, the concept is to show 1 slide or image, per minute.


When putting your slides togetherkeep them as visually appealingas possible, with minimal text.



The Key Elements should be:




• Photo’s




• Photo’s• Graphics




• Photo’s• Graphics• Video




• Photo’s• Graphics• Video• A few bullet points


Divide your pitch into three 3 minutes sections:



• For creating empathy = 3 minutes




• For building tension = 3 minutes





• For making them believers = 3 minutes





• For making them believers = 3 minutes

There can be some ‘unspecified’ time eitherside of this for introductions & discussion.


You want to fully immerse your audience in a

‘Flow State’



‘Flow State’

for the entire 9 minutes.



‘Flow State’

for the entire 9 minutes.

So they ‘focus’ on what you are presenting, and they forget aboutthe worries & frustrations, that they broughtinto the room.


In order to achieve this focused presentationyou need to establish some Ground Rules:


In order to achieve this focused presentationyou need to establish some Ground Rules: • No talking or interruptions, walking in or out.



• No phone calls or texting, (phones should be switched off OR put on ‘silent’ setting). Laptops & ipads - put away.



• No phone calls or texting, (phones should be switched off OR put on ‘silent’ setting). Laptops & ipads - put away.

• Hold all questions to the very end!


So how do we go aboutbuilding this presentation?


So how do we go aboutbuilding this presentation?

We need to ‘focus’ on each of the 3 sections,Breaking them down into 3 slides;Or 3 key points of your processin arriving at a solution.


Creating Empathy ( 3 slides, 3 minutes)



Slide 1 : The Status Quo



Slide 1 : The Status QuoSlide 2 : The Observations



Slide 1 : The Status QuoSlide 2 : The ObservationsSlide 3 : The Story




This is the point of orientation for your audience, where your objective is to spark their empathy.





• Establish inadequacy of current clichés (Status Quo)






• Explain why this is an issue (The observations)






• Explain why this is an issue (The observations)

• & How that’s frustrating the target consumer (The Story)


Building Tension ( 3 slides, 3 minutes)



Slide 4 : The Insight



Slide 4 : The InsightSlide 5 : The Opportunity



Slide 4 : The InsightSlide 5 : The OpportunitySlide 6 : The Analogy




This is the point of surprise, intrigue and curiosity for your audience. Your objective is to build tension by;





• Introducing something they don’t know (The insight), then;






• Provide a sense of how this knowledge could be used (The Opportunity)






• Provide a sense of how this knowledge could be used (The Opportunity)

• A familiar example to help them understand the potential (The Anology)


Making Them Believe ( 3 slides, 3 minutes)



Slide 7 : The Solution



Slide 7 : The SolutionSlide 8 : The Advantages



Slide 7 : The SolutionSlide 8 : The AdvantagesSlide 9 : The Ethos




This is the audiences reward for having paid attention, because now you get an overview of your solution.





• Introduce the answer to the opportunity (The Solution)






• The motivation for customers & stakeholders to make the change you’re

suggesting (The Advantages)






• The motivation for customers & stakeholders to make the change you’re

suggesting (The Advantages)

• & The solution’s higher purpose, and possibility (The Ethos).


At the end of

a well structured

9 minute’s


At the end of

a well structured

9 minute’sYou’re done. . .


At the end of

a well structured

9 minute’sYou’re done. . .

It’s time to enjoy

the applause

and field any questions

from your audience.

DisRUPt - BBCDbbcdcomdes.weebly.com/uploads/1/1/8/...9_min_pitch.pdf · AD301 - Culture of Change &...

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