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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
“How to think like your client, and how to mitigate threats or derailers.”
“Really clear, no BS approach to pitching.”
“Great course. Practical tools for making better pitches.”
"The course was amazing. Extremely applicable methodology."
“This course is incredibly helpful if you’re struggling with confidence.”
"These are hard-won insights."
"A completely different way of looking at the pitch process."
"A very refreshing perspective on selling ideas with highly valuable insights."
“Without this it constantly feels like you're starting from scratch with each new pitch.”
"Full of insight and takes the jeopardy out of the creative sell."
“Loved how actionable the information is. Will definitely make a huge impact in our team.”
“Very digestable and easily applicable content.”
Alumni reviews
“Really clear, no BS approach to pitching.”
"The course was amazing. Extremely applicable methodology."
“This course is incredibly helpful if you’re struggling with confidence.”
“Without this it constantly feels like you're starting from scratch with each new pitch.”
"Clear, concise, easy to follow, with practical tips that can instantly elevate any presentation."
“How to think like your client, and how to mitigate threats or derailers.”
"These are hard-won insights."
"A completely different way of looking at the pitch process."
"Full of insight and takes the jeopardy out of the creative sell."
"The course was amazing with a very clear line of thought and helpful supporting examples."
“Great course. Practical tools for making better pitches.”
"A very refreshing perspective on selling ideas with highly valuable insights."
“Loved how actionable the information is. Will definitely make a huge impact in our team.”
“Very digestable and easily applicable content.”
"Perfect for sharpening your pitch skills. Highly recommended!"
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.

Enrol in the course
22 lessons.
2 hours.
Self-paced.
Lifetime access.
An image showing several video thumbnails each representing a lesson of the course.
Free lesson
5/22 — What is the Inciting Incident?
Using three beloved feature films, this free lesson covers the definitions of the Inciting Incident — the only part of narrative structure you need to use when selling an idea. It covers:

➤ What is it?
➤ Why is it so crucial?
➤ How do we use it to our advantage?
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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.
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.
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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Team Testimonials
“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 at Huge
“Ian provided actionable insights we can immediately apply to make our ideas more compelling and impactful. This course is a must for any company looking to enhance their team's ability to communicate and sell ideas effectively.”
DAN WHITEHEAD
Brand Creative Director, Frog
“I would strongly advocate for anyone who is interested in improving this part of their skillset (not just designers) to go through this course. These are hard-won insights.”
Kevin Johnston
Design Director, Future Platforms
“This course was exactly attuned to the level of learning that our already high-function team needed to push our understanding of storytelling methods further and apply them in our day-to-day. Every design team deserves to have this in their toolkit!”
Michael Wanelmaier
EX-Head of Design, Metalab
“Sell the Idea was a great course for our creative, social media, and marketing teams and proved super valuable for everyone involved. Creatives left with practical takeaways, while stakeholders gained insight into our pitching process. We've already been applying these learnings to our work."
Christopher Poots
Creative Director, N26
“Ian delivers a rejuvenating perspective on inventive thinking and conceptualisation. His commercial insight instructs creatives on the optimal strategies for presenting their ideas. An inspiring speaker that the global Ticketmaster Product and Design teams thoroughly enjoyed.”
Troy Suda
Chief Product Officer, Ticketmaster
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.
Enrol in the course
Choose your preferred way to learn
Self-paced
Available instantly
Lifetime access
Go-at-your-own-pace
Enrol for £140
Cohort
Delivered over 2 weeks with a community
Includes live sessions and Q&A
Includes hands-on projects
Enrol at Maven for $599
Live workshop for teams
Delivered in-person over 3 hours
For up to 30 people at a time
Includes hands-on working session
Contact for booking
15% of every sale goes to
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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.
REVIEWs FROM MAVEN
"Initially skeptical about it but Ian proved me wrong and I am glad that I took it. Obviously, it's not the silver bullet framework, but Ian's simple approach borrowed from film screenwriting gives you solid foundation to craft your pitch wonderfully. Plus, his wealth of experience of using it will give you some valuable insight on how to tweak it effectively to suit the needs. Highly recommend it."
aditya
Principle product designer
"Ian is one of the best. The course is both intellectual and accessible. It's also super actionable. Would recommend to anyone."
Ben
Design Director
"Excellent, well articulated class!"
Claire
Creative Director
"Such an incredible course - the lessons were interesting and an easy format to follow. Ian made all the learnings applicable and shared a wealth of knowledge in all the group sessions. So many great takeaways, will highly recommend this investment to your career toolbox!"
Melissa
Experience Designer
"Storytelling is often highlighted as a crucial skill for product designers to master, but rarely do instructors explain how to do it effectively. Ian is the first instructor I've found who breaks down storytelling in an easily understandable and actionable way. He provides a universal framework applicable to any field where you need to pitch ideas to an audience. It's perfectly okay if you don't know how to tell stories well initially—it's not an intuitive skill. This class, however, will teach you how to become an effective storyteller."
Kelly
UX Designer
"This was a great course with hands-on learning activities and opportunities to ask questions to make the course relevant to the types of ideas you're pitching."
Danita
Product Designer
"This course is great if you often feel overwhelmed by too much information when presenting or talking about your ideas. Ian provides a clear and approachable framework that you can use to lift the heaviness of different topics from your heart, allowing you to see more clearly. It´s very digestible and accessible - even for non-native speakers. I can confidently say that I don’t need any other course on "how to sell my idea," and I truly mean that."
Judith
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
FAQ
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What does it cost?
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Is there a student discount?
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What isn't covered?
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Why D&AD Shift?
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