How to define goals and diagnose problems before pitching

TL;DR

Define the goal in one sentence, then identify the challenges blocking success, and finally narrow the exploration to feasible options. This approach keeps pitches focused on what matters to the client and reduces time wasted on irrelevant ideas. The result is a clearer, faster path to a winning proposal.

Transcript

Hey all, Matthew here. On this episode, I'm going to talk about pitching. For those of you in the motion design or post-production world, you know that pitching can feel like finding a needle in a hay stack. Today, I'm going to focus on the three things you have to do before any pitch, so you spend less time guessing what the client wants and more ... Read More

Key Insights

• Define the project goal in one sentence to prevent watered down interpretations.
• Diagnose the problem by mapping the who, what, and how to focus the pitch on meaningful challenges.
• Identify the target audience and their needs to tailor messaging effectively.
• Clarify the context where the pitch will be shown to adjust delivery and content.
• Filter options early by narrowing design exploration to valuable, doable ideas.
• Avoid coded language by translating vague terms into concrete, actionable guidelines.
• Ask the client how they will choose who to work with to address decision criteria.
• Make the goal and constraints the blueprint that drives all pitch materials.
• More videos from this channel:
  • How to use storytelling to differentiate your brand?
  • How to manage difficult clients and keep projects on track
  • How to market design work remotely and land clients
• More from this channel: The Futur

Questions & Answers

Q: How can I start a pitch with maximal clarity for the client?

Begin with defining the goal in one sentence and then diagnose the problem by identifying the primary audience, the key message, and the context in which the solution will be used. This creates a focused foundation that guides every subsequent pitch element and minimizes stray ideas.

Q: What does it mean to narrow the design exploration before pitching?

Narrowing the exploration means establishing actionable parameters and a sandbox of constraints. By deciding what is possible and what is not, you prevent chasing endless ideas and ensure the pitch concentrates on solutions that align with the client’s goal and decision criteria.

Q: Why is the who, what, and how important in diagnosing the problem?

The who identifies the primary user or viewer, the what defines the message or takeaway, and the how considers the context and delivery. Together they locate the core challenge and shape a message that resonates and is feasible within the viewing environment.

Q: How should I handle coded language in client briefs?

Translate coded language into simple, concrete terms with specific examples. This reduces ambiguity, lets your team operate with clear guidelines, and helps ensure everyone is aligned on what success looks like for the project.

Q: What question should I ask to understand the client’s decision criteria?

Ask how the client will decide whom to work with, whether it is based on money, results, quality, or rapport. Identifying the top criterion allows you to prioritize what to prove in the pitch and tailor the deck accordingly.

Q: What is the value of defining a single goal sentence for a project?

A single goal sentence clarifies what the project must achieve, keeps the team focused, and prevents misinterpretation of the client’s intentions. It acts as the north star that guides messaging, visuals, and the overall pitch strategy.

Q: How do context and stage of the sales cycle affect the pitch?

Context determines how quickly you should deliver key messages and what information the viewer needs at each stage. Early in the cycle you must build awareness, while later stages require more direct calls to action and evidence of outcomes.

Q: What should be included in the three pre pitch steps for a successful pitch?

One sentence goal, a clear diagnosis of the challenge, and a defined narrow exploration with actionable parameters. Together these form a cohesive blueprint that aligns the team, clarifies client expectations, and drives a high value pitch.

Summary & Key Takeaways

• The video emphasizes three pre pitch steps centered on clarity, not creativity alone, to improve win rates. It stresses distilling client input into a single goal sentence to avoid diluted interpretations. It also highlights asking specific questions to surface the real decision criteria of the client, and establishing a narrow sandbox for exploration.

• The speaker explains how to diagnose the problem by considering the who, what, and how of the target audience and messaging. It also covers context of where the pitch will be shown and how that affects pacing and content decisions.

• The recap reinforces establishing a clear north star, documenting actionable language, and prioritizing client criteria to guide pitch development and presentation, ensuring all team work aligns with the defined goal and constraints.