What role does confidence play in winning new business? I’m not referring to swagger or arrogance (two qualities that may do more harm than good). I’m talking about stepping into a pitch situation with the confidence of an expert.
I want to offer you a perspective on pitching that is entirely different from the way most agencies treat new business. The premise is both simple and complex and I freely admit I won’t be able to do justice to all it has to offer. But I would like to focus on one of his key messages: Alphas win.