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An online course from Apple Design Award winner and author Ian Wharton to help you pitch more successfully.
4.83/5 Rating | NPS 80
Used by the world's best teams
“Really clear, no BS approach to pitching.”
“Great course. Practical tools for making better pitches. And I loved the film references.”
“How to think like your client, and how to mitigate threats or derailers.”
"A very refreshing perspective on selling ideas with highly valuable insights."
"These are hard-won insights."
"Full of insight and takes the jeopardy out of the creative sell."
"A completely different way of looking at the pitch process."
"The course was amazing. Extremely applicable methodology."
The idea is everything
the easy part.

Lack of ideas is the lowest-ranking cause of creativity not happening. The challenge is keeping an idea alive so it can find its fullest form. This is rarely done in private. It takes people. Occasionally, hundreds of them. An idea first chooses to live or die when told to others, and it is here where even the exceptional ones can be brought to a permanent stop.

If we want our ideas made, which is the most honest and respectable way to advance a career or company forward, they must be sold well and without deception. This requires an act of preparedness. Sell the Idea is designed around three short and widely applicable principles to help make individuals and teams prepared every time.

22 lessons.
2 hours.
Self-paced.
Lifetime access.
What's covered in this course?

A collection of three principles to help you get more of your ideas made through a memorable, easily understood and masterfully delivered sell where the potential and urgency of an idea are unmistakable.

Principle 1: Inciting Incident
The primary element of narrative structure that makes the articulation of an idea compelling. Specifically so it can be easily retold. Ideas are rarely bought by one person in a single moment. We not only need to capture the imagination of the people in the room but capture it repeatedly, over time, and when the idea is sold to others in our absence.
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Principle 2: Context
Whether we like it or not, we are in one world, and our audience is in another. Both worlds have their unique frames of reference, distractions and motivations. ‘Context’ looks at how to close that gap. This is a simple exercise that, when neglected, causes the majority of unfulfilled ideas.
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Principle 3: The Surgeon
A visualisation technique designed to help guide the delivery of an idea in both content and form. This principle helps free us from any latent caricatures of selling that obscure success and creates an exchange built from trust rather than transaction.
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Testimonial

“Effectively communicating complex ideas and concepts in a compelling and straightforward way is pivotal to our business. So when we wanted to go deep into the art and craftsmanship of storytelling, we turned to Sell the Idea.

Ian brings decades of experience in this field, having worked across a number of senior positions in creative and start-up businesses. His approach to learning is proven, his materials are easy to follow and impactful, and he brings a wealth of real world examples to the course.

Ultimately, if you want your teams to be able to sell their work more of the time, put them through this course.”

Simon Cox
Global MD, Strategy

“Effectively communicating complex ideas and concepts in a compelling and straightforward way is pivotal to our business. So when we wanted to go deep into the art and craftsmanship of storytelling, we turned to Sell the Idea.

Ian brings decades of experience in this field, having worked across a number of senior positions in creative and start-up businesses. His approach to learning is proven, his materials are easy to follow and impactful, and he brings a wealth of real world examples to the course.

Ultimately, if you want your teams to be able to sell their work harder, then put them through Sell the Idea.”

Simon Cox
Global MD, Strategy

"Ideas are free. We are gifted them throughout our lives and careers, sometimes in the most unconventional ways.

Communicating your idea is where it gets challenging, and taking it a level further to get an idea made, bought or to excite someone in the pub is where this course has value. It is literally in the name."

Joshua Ogden
C0-Founder
Who is this course for?
Creative and design professionals.
Individuals in creative, strategy and account management roles from network to independent agencies and freelance.
Founders of early-stage startups.
Founders and founding teams of companies going through Pre-Seed to Series A venture capital funding.
Internal cross-functional teams.
People in B2B and B2C companies who conduct frequent internal ‘upwards selling’ to SVP or C-suite.
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Online
Available instantly
Lifetime access
Self-paced
Buy online course for £140
In-person for teams
Up to 30 people at a time
Longer 3.5hr session
Includes hands-on workshop
Contact for booking
Availability from April ‘24
15% of every sale goes to
D&AD Shift is a free, industry-led night school for self-taught creatives entering the advertising, design and creative industries from outside traditional education.
Course structure
Introduction
01. The challenge of selling ideas
02. About your teacher
03. Overview of the three principles
Principle 1: Inciting Incident
04. Avoiding Obscurity
05. What is the inciting incident?
06. Constructing the inciting incident
07. Two types of conflict
08. Passion and unchecked passion
09. Conclusion
Principle 2: Context
10. Bridging two worlds
11. Creating context
12. Reasons not to buy
13. Conclusion
Principle 3: The Surgeon
14. Why a surgeon?
15. Traits of the surgeon: Part 1
16. Traits of the surgeon: Part 2
17. Conclusion
Principles in action
18. Case study
19. Workshop: Briefing
20. Workshop: Group 1 — Impossible Foods
21. Workshop: Group 2 — Peloton
Summary
22. Closing remarks
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