One More Time... With Passion!

As those who follow my columns know (and I thank you both), I often refer to my kids in these little scribblings. This week though, I feel compelled to puff out my chest as a boastful Father and congratulate my daughter for winning the Grade 7 School District 23 Rotary Speech Competition this past Tuesday.

She delivered a fantastic speech, but what was just as impressive as what she said, was the conviction and passion with which she said it.

I was reminded as I watched her, passion sells! And therein, lies a good lesson for all those in the business of pitching ideas. (you know who you are)

I’ve spent nearly thirty years pitching concepts to clients. I’ve pitched every type of client in every type of situation and two things I’ve noticed: 1. Clients are scary and 2. When you really believe in an idea and you show it, the energy is infectious.

I’ve seen many great ideas plummet faster than George Bush’s second term approval ratings’ as a result of a less than impassioned pitch. Creative ideas, being intangible as they are, are often difficult to visualize. In many cases, the confidence of the presenter is the only way to determine whether or not there is genuine confidence in the proposed direction. And when grasping the concept isn’t all that easy to do, sometimes it’s that confidence that wins the day.

Now, there is a converse to this, which is that creative people, in sinking their heart and soul into a creative idea, can at times become so attached to their own work they will fight for it long after the idea’s been read its last rites.

Years ago, I was sent by the company I worked for to a creative conference in San Francisco. During one of the sessions (yes, I did actually attend one or two of them in between trolly rides and far too much time spent at Fisherman’s Wharf - sorry if my old boss is reading this) a Creative Director from Chiat & Day, a leading US agency, reminded us to court our ideas but never marry them, which was a good thing because one of my ideas wound up cheating on me and running off with a pediatrist. I’m over it.

Creatives, like myself, always believe in what we create. That isn’t to say however, that what we create is always right, or that it’s the only idea that works. As important as presenting a concept with passion, is the ability to know when to give it up.

And here’s a tip, when an idea is right, everybody knows it! If you have to try too hard to sell the idea, it may not be a matter of ‘them’ not getting it. It may just be that the idea doesn’t work, period. Exhibit A: Green ketchup.

While working in radio in the 1990’s, I worked with a writer who would call a client with a script idea and what followed was a theatrical, over-the-phone performance worthy of an Oscar. He would mimic sound effects and do all the character voices in a one-man-show worthy of paid admission. His passion and his energy were irresistible.

This dynamic applies to brainstorming sessions as well.

Brainstorming can be an intimidating process, even for the most creative people. The thought of throwing an idea out there to face a potential mauling by a room full of creative grizzlies can render silent even the loudest voices in the group.

So, got a great idea? Present it with passion and conviction. Be prepared to fight for it with the same passion and conviction. And always know when to quit.

Before signing off, a shout out to my kid. Congratulations sweetie. The good news is you won! The bad news is, in a few years I’ll be getting you to do all my pitches! Did I mention clients are scary?