Does Everyone Love The Big Reveal? Why a surprise may lose you the pitch

The word surprise is usually looked at positively, some great thing that is going to happen that you will love.

Creative people have been using the big reveal in pitches for years.  They love the idea of a build-up and a big surprise when they’re pitching work to a client.  “Ta-da!  Here is our big idea.”

The reality is different; we don’t generally like to be caught off guard or taken by surprise.   More…

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