How to pitch a brilliant idea

Kimberly D. Elsbach
HBR, 2003

Premise
Entrepreneurs come up with great pitches to
show how their plans or concepts are
attractive, timely durable, and high-margin
Corporate decision makers dont get it
Why?

3 prototypes
Showrunner: professionals who combine
creative inspiration with production and
technical know-how
Artist: quirky and unpolished, prefer
creativity over reality
Neophyte: tend to be or act as if they were
young, inexperienced, and nave, but are
prepared to do the impossible.
Project yourself as one of these three creative types and
convince the catcher s/he is a creative collaborator and
you improve your chances of selling the idea

Traits we use to stereotype

creatives

Unconventionality
Intuitiveness
Sensitivity
Narcissism
Passion
Youth

We use visual and verbal

matches with these models
and remember only the
characteristics that identify
the pitcher as a particular
type

How to succeed
Catchers overwhelmingly look for
showrunners
Artists and neophytes can wind through
enchantment and charm
Showrunners are also the most dangerous
because they can blind the catcher through
glitz