After thousands of pitches, presentations and projects, I've learned that what ends up tipping the scale in your favour with clients or customers may surprise you. It never fails to surprise me.
While it’s usually the creative concept, it's quite often something else: a thoughtful strategic and creative write-up in a proposal; an event or video that rallies a team; a manifesto that announces a new day; something special for employees, not just customers. An approach that shows wider and more inclusive thinking and insight.
Case in point: I've written RFP’s, both as an agency leader and a freelancer, that helped win national accounts without a single pitch meeting or art-directed creative -- just the written proposal and creative "write-ups."
Oh -- I've learned a few other things, too.