Create Success: How To Sell Work (Or: The Myth Of The Dog And Pony Show)

Kevin Frank

Chapter Chapter 8 in Raising Creative Teams, 2025, pp 143-155 from Springer

Abstract: Abstract Here’s the classic approach to selling work: An agency gets briefed, then they hole up in their creative corner dreaming up brilliant stuff, then they come back to the client a few weeks later prepared to dazzle them in the Big Presentation. They bring professionally produced manifesto videos, inspirational music tracks, glossy printouts, and various other pyrotechnics and smoke machines. An hour later, it’s over. Sometimes they leave high-fiving because they nailed it in one try. But more often, their shoulders are slumped because the client didn’t buy every last idea. And here’s why:

Date: 2025
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DOI: 10.1007/979-8-8688-1246-0_8

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