Oren Klaff’s book is on how to “Pitch Anything” however it includes a lot of valuable insight into start ups and new product development. One idea I liked was the “Three-market-forces” pattern.

Klaff uses the “Three-market-forces” pattern to strengthen his pitches. The “three-market-forces” in question are economic, social and technology trends. If trends in each of this spaces align, then this is the moment to create a new offering in that space.

Here is an example based on the work I’m doing in digital radio and advertising.

Economic trend:

• Advertising spend is going Digital. Radio 3% of advertising spend but digital is 20%.

Social trend:

• People increasing expect to control their interaction (On-demand; Like; Share) listen anywhere (Mobile)

Technology trend:

• Music streaming doubled last year
• Technology now enables targeted advertising and the right targeted advertising earns a premium

you won’t be surprised to know I’ve been busy building a targeted advertising capability on digital music streams focused on the mobile market. And some other exciting stuff. 🙂

References

Klaff, O. (2011). Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal. McGraw-Hill Professional