Summary

The article discusses the strategic importance of timing when presenting a pitch, suggesting that going first can be advantageous for underdogs due to the primacy effect and narrow bracketing, while favorites should pitch later to benefit from decision fatigue and the American Idol effect.

Abstract

The article "When to Plan for Your Pitch" emphasizes that the success of a pitch may hinge more on its timing than its content or delivery. It advises that if you are not the preferred choice or if a competitor has prior experience with the company, it's beneficial to present your pitch first. This strategy capitalizes on the fresh perspective you offer and the psychological primacy effect, which makes first impressions more memorable. Additionally, in a field of strong competitors, going first can set a high standard that subsequent pitches are measured against. Conversely, if you are the favored choice, the article recommends pitching later in the sequence to take advantage of decision fatigue, which may cause evaluators to default to the known quantity. In situations with many comparable competitors, the article cites the "American Idol effect," where performing last significantly increases the chances of advancing due to a more realistic baseline of excellence that forms over time.

Opinions

The author believes that being the first to pitch can provide a competitive edge by offering a fresh perspective and leveraging psychological effects like primacy and narrow bracketing.
It is suggested that established favorites should avoid going first, as they benefit from decision fatigue and the tendency of evaluators to stick with a default choice as the day progresses.
The article posits that in a crowded field of competitors without clear favorites, going last can be highly advantageous, drawing a parallel to the success rate of final performers on talent shows like American Idol.
The author advises that understanding the competitive landscape, including the strengths and weaknesses of other pitching entities, is crucial in determining the optimal timing for one's own pitch.
The article implies that strategic timing can be as important, if not more so, than the quality of the pitch itself, encapsulated in the phrase "Timing is not everything. Everything is timing."

When to Plan for Your Pitch

When - may be more important than how

It is your big opportunity. You have your foot in the door and now have the chance to pitch your idea to the big shots. The problem, other people are also making their pitch. How do you gain an advantage?

When may be more important than how

Many things in life are some sort of competition. You are usually not the only one showing up for a job interview. Rarely are you the only agency pitching to a company’s marketing department. Even that cake bake-off is a competition.

Depending on if you are an established favorite or a newcomer when you make your presentation can be more important than how.

When you should go first

If you are not the favorite or one of the firms that are making a pitch has already done work for the company, go first.

Going first can give you the advantage that the decision-makers are getting a fresh look at the normal pitch process.

If there are relatively few firms pitching, say four or less, go first. Going first gives you the advantage of the primacy effect. People tend to remember the first thing in a series better than those things that follow.

If you are pitching against several strong agencies, being first may strengthen your position. This takes advantage of the narrow bracketing effect. This effect assumes that the decision-makers believe that small groups represent the whole.

This means that if you give a strong performance, the group making the decision may look more aggressively for flaws in everybody that follows.

When you should not go first

If you are the favorite, do not go first. As the day drags on and the pitches follow one another, fatigue sets in, and the decision-makers are likely to stick with you, their default choice. So if you are the favorite and can arrange it, go later in the day.

Just make sure it is not after a break, and the decision-makers come back refreshed. If this happens, you lose your default advantage.

Are you a fan of American Idol or its various versions around the world? Then use this to your advantage. No, don’t sing your pitch. In a field where there are a lot of somewhat equal competitors, that is no really strong candidates or favorites, going last gives you a huge advantage.

Don’t believe me? Two studies of more than 1,500 live Idol performances in eight countries came to a surprising conclusion. The singer that performed last advanced to the next round over 90% of the time.

People, especially people that must judge and decide on a winner, have an idealized standard of excellence. As the day goes on, this baseline of excellency becomes more realistic, and those judged afterward are judged on this more realistic baseline.

To go first or not to go first, you decide

Go first if these conditions exist:

If you are not the favorite or the default choice for the job.
If there are few competitors. Going first takes advantage of the primacy effect.
If you are pitching against stronger competition. This takes advantage of the narrow bracketing effect.

Do not go first if these conditions exist:

If you are the favorite or the default choice.
If the competition is relatively equal and plentiful. Going later uses the American Idol effect.

So before you make your pitch, find out who else is competing, their strengths or weakness, and try to schedule your pitch to take advantage of the situation.

Timing is not everything. Everything is timing.

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Originally published at https://pivottowardsfreedom.com.