Life’s a pitch…

Life’s a Pitch, the book by Roger Mavity and Stephen Bayley, is designed to help the reader learn how to ‘pitch’ both their ideas and themselves. Split into two halves, the first book delivers succinct and pragmatic advice while the second expounds on that advice in a more discursive (read: waffly) style.

When I picked up this book, my first impression was that it really wasn’t the kind of read I’d be interested in. I anticipated the kind of motivational, evangelical sales speak I’ve come to associate with those pyramid scheme-esque “Sales and Marketing” firms that spam job sites with “GREAT MARKETING OPPORTUNITY” listings (in my job hunting experience, these almost exclusively turn out to be dodgy door to door schemes selling charity subscriptions on commission to vulnerable old people).

I was wrong- for the most part. It’s very accessible and not bursting with jargon, though the key idea- that pitching is not just about standing in a board room but is in every interaction and proposition we make in life, is hammered home so repetetively it becomes a little grating. Furthermore, the analogy that ‘Life is a Pitch’ falls down with the authors constant references to business. Certainly, no-one I know would propose to their better half via a Powerpoint presentation (please guys… don’t do this to yourselves).

So, beyond the niggles mentioned above, the jist of the book began to sink in and it started to resonate with me. When you’re pitching to someone, you’re asking them to judge the future and since knowing the future is beyond logic, their judgement won’t be based on logical factors but on emotional factors such as trust, confidence, hope, ambition, desire. A great example given in the book is when the national lottery first came open to bids. All the entries laboriously detailed how they were the best for the job, explaining the wonderful things they would do if they won the contract, but only one of them addressed the problem everyone was worried about- that this had huge potential for failure. Camelots pitch was simple, ballsy and very well prepared. They knew exactly what the problem was and addressed it head on. Their pitch simply said- we won’t mess this up. Logic vs. emotion. Emotion (and Camelot) won.

Sure, it’s not a new concept or idea. We all know that the way we communicate, our actions and appearances have an effect on the way people view us, interact with us and make decisions about us (whether they want to hire us, date us, sit next to us in the canteen, promote us or “let us go”) but if we’re really honest, how many of us use this information to our advantage?

I’ll admit that I hadn’t been, despite being in the midst of trying to pitch my way into a new career. Advice I’ve found particularly useful is- keep it simple, be confident and be prepared. It sounds obvious but it’s all too easy to get caught up in a desperate job hunting frenzy and forget. It’s easy to forget to trim the irrelevant fat out of your c.v, it’s easy to forget to explicitly highlight how your skills match what they’re looking for and it’s easy to forget to do any in depth research in the desire to get your application in quickly.

Life’s a Pitch is a good book with a good message at it’s core. I’d recommend it for anyone making presentations (whether at Uni or in business) as well as those applying for jobs… As for those looking for love… Maybe try Men are from Mars.

It ain’t easy, yadda yadda

As mentioned in my last blog, I’ve been attempting to launch a career for myself since graduating with a degree in Marketing Food and Drink from the University of Brighton earlier this year and have tried to faciliate that by enrolling on an internship programme (which I finished last week).

Part of me had naively expected I would land a job devising creative and cunningly clever campaigns for one of my favourite foody brands fresh out of Uni (favourite foody brands being Guinness and Marmite, if you’re interested…). But the other, more realistic part of me started wondering, what if jobs were so thin on the ground when I graduated, I would end up peddling a product or company I not only disliked (brands I wouldn’t purchase myself), but fundamentally disagreed with (patently unethical brands and products)?

I found I was cultivating an ethical conundrum over my choice of marketing as a career path as my academic experience progressed. I loved studying. I was good at it and I had a passion for my subject, but I was frequently challenged by friends quoting Bill Hicks marketing and advertising rant at me. Once I even had the pleasure of a friends rather inebriated parent intensely demanding I justify the soulless, manipulative nature of marketing to them on what would otherwise have been a very pleasant and civilised social occasion.

I’m certainly not the first, nor will I be the last to ponder the ethics of marketing and whole libraries could be filled with more eloquent musings on the topic than mine, but this was (and still is, to an extent) a cause of conflict for me, one I explored quite frequently in essays and assignments when given the chance.

I signed up to study an ‘Ethics in Marketing’ module in my last year of uni hoping that might help me fend off criticisms and soothe my conflicted soul(!), but only two people applied and the module didn’t run. This was depressing. Did no one else (except one solitary student) care about ethics?

At about this time, my dad said, “You don’t strike me as the marketing type”. At first, I admit this comment stung. I’d spent three years studying marketing, what was I meant to do if not follow that up with a career? But the more I thought about it, the less it bothered me… He was right, more or less. I’m not the marketing type.

That is to say, I’m not the “soulless, manipulative” marketing type my friends drunken parents are so quick to attack and actually, I’m fine with that… I like Bill Hicks.

The two jobs I’ve landed post uni have coincidentally concerned energy conservation and green technology, both of which have introduced me to the world of ‘green marketing’. This hadn’t been a conscious decision, rather I’d jumped at the chance to gain as much experience as possible and it just so happened that both of these opportunities were concerned with green technology, but the wider topics of sustainabilty, social responsibility and green marketing have gripped me. My conflicted feelings about a soulless, manipulative career in marketing have (more or less) abated.

That said, I’ve been pondering what it really means to be ‘green’. Is it purely environmental? Does it encompass ethics too? Some might argue that there is a fundamental difference between ‘green’ and ‘ethical’ but the crux of both for me is being aware of the impact of your actions and decisions in a wider context. I went to an interesting seminar titled ‘Green Marketing: Saint or Sinner?‘ in London a couple of weeks back that covered a lot of these topics. ‘Greenwashing’ came up quite frequently, that is; claiming or alluding to have green or ethical credentials that are unsubstantiated and often false, which got me thinking…

The company I did my internship with (and now work for) sells a green product, by which I mean it saves energy, reduces carbon and is recyclable, but can we claim to be a green company? Businesses can utilise a host of green activities throughout their operations such as installing solar panels, driving hybrid and electric vehicles, monitoring their supply chain and using only sustainable office equipment, carbon offsetting servers for their websites, building roof gardens, using fuel cells, installing a comprehensive recycling system and more. In light of this, it seems fraudulent to call your business green just because you use energy-saving lightbulbs and recycle your waste paper in the office. Many consumers do these things in their own homes and would certainly not consider themselves to be “green”.
To what extent can we tout the green credentials of our product when, as a company, we’re not doing everything we can to be green (yet)? As Kermit sang, it’s not that easy being green… Surely we need to put more work in to ensure our credentials are credible before we shout about them?

Hitting the nail on the head, Dave ‘Carbon Coach’ Hampton tweeted today,  “What if the reason so few people are stressing the importance of leading from the front with a low-carbon footprint is that they aren’t – yet”.

For more on this topic, see this recent article from Advertising Age. Is Green Marketing in a “trough of disillusionment”?

Blog: the first.

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Like so many recent graduates, I’d been dancing the dance of endless job searches, c.v. rewrites and online applications and tests since July this year. My fellow graduates and I poured fresh out of Uni full of enthusiasm, sureity and energy- boundlessly filling out job application after job application, convinced that at any moment, some grateful employer would snap us up as the hot young talent that we are.

Some dove straight into graduate schemes and jobs they’d lined up months before, but the rest of us found the part time jobs we held in pubs, shops, restaurants and cafes while we’d been studying had morphed into full time jobs as our money wore thin and positivity ebbed. Some moved back in with their parents- a further blow to confidence levels. Things were looking less optimistic than they had when we were clutching our freshly printed degrees in cap and gown a few months previously. Ok, we were graduates, we had degrees, but generally, we were short on experience and contacts.

The obvious solution was to apply for unpaid internships– throwing some crunchy croutons of practical experience into the thin soup of educational achievements that were our c.v’s and meeting some people/ making contacts in our respective fields. For those scraping an income on minimum wage however, taking a month out of earning time seemed like an intimidating gamble and in the back of my mind at least, I still thought some shining opportunity of a career was going to land in my lap and, already juggling two jobs, I was hesitant to add another commitment that might get in the way of the inevitable Big Shiny Career at Big Corp that was waiting round the corner (Fool of a Took that I am).

Enter the Sussex Internship Programme. In conjunction with Wired Sussex, the Sussex Internship Programme offer subsidised internships so graduates can gain experience without declaring bankruptcy. I was lucky to land myself an internship with a Brighton based green lighting company and am currently just over half way through the placement. The company in question is relatively new and small, so opportunities to have a real effect on the way it runs are plentiful and there is a genuine feeling that my voice is being heard… How true would that have been starting on the bottom rung of Big Corp? Hmm. Where’s my tea, Weatherby?

Don’t get me wrong. Many of my fellow graduates are already well on their way to Big Shiny Career at Big Corp and I wish them the very best. That could happily have been me, and who knows maybe it still could, but you play the hands fate gives you and for now I’m quite happy with my cards.

It’s been a busy and exciting couple of weeks in which we’ve started tweeting, reviewed our product range, hired a web designer to build us a new site and online shop, visited a number of offices and warehouses with a view to relocating, launched a competition to win £500 worth of energy saving equipment AND made enquiries into buying a hybrid commercial vehicle! Phew! Busy busy busy. I’ve become immersed in the Brighton green scene and staying on top of eco issues on a daily basis is more fun and challenging than I could have imagined.

In short. I’d highly recommend any graduates out there struggling to find work to consider doing an internship. Looking back, I can’t believe I was so hesitant about it! It’s worth pointing out that they’re not all unpaid- some offer travel expenses and some even pay a wage, but my advice is not to take the money into consideration when applying for internships, simply apply for the ones that give you an opportunity to learn something and hone your skills, the experience is invaluable.

Besides, sitting around waiting for that thirty grand a year “dream” graduate job with Big Corp to spring out of the ether is not a sensible or healthy use of your time. It might happen, but in the mean time doing an internship will give your c.v. a bit of a crunch (mmm croutons), introduce you to people in your field, give you something to talk about in interviews and who knows… maybe even laugh about round the Big Corp watercooler one day.