Pitch playbook
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The idea
Every brief is incomplete, and in a pitch there is hardly any room for questions. What if a pitch turned exactly that into its advantage: knowledge and guesswork kept apart, instead of selling claims as insight?
What it’s for
Brief analysis, review of the current state, three directions, wireframes and the deck in one chain. Every statement carries its origin, and assumptions appear in the deck as hypotheses with a validation step.
A playbook for pitches, tenders and relaunch proposals. At its core is an origin tag on every statement: from the brief, observed in the current state, market knowledge, assumption or open question. The assumptions register grows across all phases, and nothing is invented: no user numbers, no quotes, no personas built from half a sentence.
The process is the same as in my own pitches: brief analysis with a map of decision makers, review of the current state with comparable sites, a core thesis and three directions, a design set matched to the pitch type, then the deck.
- Pitch types: website and relaunch, landing page, app and dashboard, poster and campaign, brand, space
- A small design set per type instead of one large set for everything
- Assumptions appear in the client deck as named hypotheses with a validation step, never as fact
- A question set for the one meeting you usually get
- Available as a module of the agency platform and on its own