The reading room.
Practical reading on film, television, advertising and business pitches.
1,000 articles · Four ways into the work.
1,000 articles · Page 35 of 42
Your Best Reference Is Another Bidder’s Treatment. What Can You Build From Instead?
A Creator-Led Ad and a Director-Led Film Want Different Voices. Which Leads?
A Campaign’s Films May Be Seen Separately. What Must Each One Carry?
Correct a Sent Treatment Without Leaving Two Versions in Circulation
One Product, Different Customer Groups: Change the Positioning or the Example?
Investor Deck and Sales Deck: Keep the Facts, Change the Argument
Explain an AI Product’s Data Path in a Buyer Presentation
Your Sales Champion’s Favorite Argument Is a Problem for the People Doing the Work
Two Teams Disagree About a Proposal. Is the Conflict About Facts or Priorities?
The AI Proposal Removes a Step That Currently Catches Errors
A Revenue Decline Has Several Causes. What Should the Pitch Explain?
Two Valid Metrics Tell Opposite Stories. What Should the Deck Lead With?
Pitch a Marketplace When One Side Is Growing Faster Than the Other
When Not to Demo the Product Yet
One Customer Wants an Exclusive Feature That Would Reshape the Product
Show the Judgment Around an AI Output, Not Just the Best Result
Your Pilot Succeeded With Heavy Support. What Does That Prove About a Wider Rollout?
Is Retention Improving—or Are You Comparing Cohorts at Different Ages?
Customers Love the Demo but Don’t Use the Product. What Should the Deck Say?
Several Revenue Streams Make the Total Look Stronger Than the Business Underneath
One Forecast or Several Scenarios? Show What Changes the Business Case
Forecast a Pre-Revenue Company Without Inventing a Sales History
Present an Exit Route From a Product Without Promising Effortless Portability
The AI Can Act, Not Just Recommend. How Must the Sales Pitch Change?