SPINS Yourself to Success

A simple, but powerful way to make an argument

Photo by Nicolas Picard on Unsplash

Why do I need to learn to write a pitch?

You don’t need to be in a startup to write a pitch. You don’t need to even be at work. My son used to write a pretty good pitch when he wanted to go somewhere on holiday, and he was only eight at the time.

Whenever you need someone to agree to something, it’s helpful to structure a logical argument that explains why it’s necessary. This technique is the most effective I’ve come across. It works because:

• Each step of the process leads to the next, answering the ‘so what’ question that we all silently ask.
• Objections are known as you progress, so you can deal with them as they arise, rather than a general objection of ‘I don’t buy it’ at the end.
• Having crested the need, you can then frame your solution in a way that addresses the issues that your argument highlights.
• It’s simple!

How do I write a pitch?

For most purposes, there are only five components to a pitch:

1. Explain the current situation;
2. Describe the problems that this leads to;
3. Show the implications of doing nothing;