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Pitching ideasHow to sell your ideas to others
Jeroen van Geel

@jeroenvangeel

Oak & Morrow
We sell all the time
2
3
We love your idea!
4
Yeah…. right…
Why can ideas fail?
5
6
Because it’s a bad idea
Because people can’t see the
brilliance of your idea
7
Because people can’t see the
brilliance of your idea
8
Because you were unable 

to convince people
9https://www.interaction-design.org
You overcompensate
10Rambo III
You go in Rambo mode
10% idea
1111
10% idea
1212
90% people
13
Goal
14
Goal
Who do you need
to convince?
How do you
convince them?
What is your goal?
In order to score you need a goal
15
16
tweak
17
18
tweak feature
19
20
tweak feature product
21
tweak feature product business
22
23
tweak feature product business future
24Elon Musk’s SpaceX
What problem does it solve?
25
What opportunity does it create?
26
— Steve Jobs
“If you haven’t found it
yet. Keep looking. Don’t
settle. Like any great
relationship it just gets
better and better as the
years roll on.”
276-UP method by Adaptive Path
28
Get to the core of an idea
29
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1

2
3
30
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1

2
3
Everybody busy + need to connect
An online social network
Show me what my friends do
Show them that I care
Help share my life
Four pizzas and two programmers
31
32
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1

2
3
High energy bill and no control
A smart thermostat
Heats house only when needed
Understand my needs
Easy to control
$80.000
33Nest
34
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1

2
3
Nobody comments on articles
A comment-everywhere box
Let’s me comment on everything
Actively invites people to comment
Let’s me login with FB and Twitter
12 hours with one programmer
Who are you convincing?
Know your audience
35
37
38
your mom
39
your friend
your mom
40
your friend
your colleague your mom
41
your boss
your friend
your colleague your mom
42
your boss
your friend
your colleague your mom
a lost nun
It’s not about you
How smart you are is not important
43
It’s about the others
What’s in it for them?
Why should they get involved?
Why should they invest time and money?
Why would they like it?
44
Managers
Strategy - Business model - Competitive edge - KPI’s - ROI
45
The Office
Project managers
Planning - Budget - Efficiency - Milestones - Roadmap
46
The IT Crowd
Programmers
Unhappy flow - Exceptions - Efficiency - Architecture - Requirements
47
UX designers
Experience - Flow - User needs - Service - People
48
How do you convince?
Just knowing your audience isn’t enough
49
50
Create likability
Everyone wants R.E.S.P.E.C.T.
Give compliments
Never undervalue the work of others
51
WE
WE
WE52
53
Let others score
54
Build trust
Show you understand them
Their values
Their approach
Their history
Their strategy
55
56
57
58
Things go as expected
Relax Resist
Follow

(unconscious)
Think
(conscious)
Disinterest
(unconscious)
Fight
(conscious)
Ice to the Eskimos: How to market a product nobody wants
59
Pick the right pace
60
61
Goal
Who do you need
to convince?
How do you
convince them?
Thank you!
jeroen@oakandmorrow.com /@jeroenvangeel
Oak & Morrow

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