A Perfect Pitch: The Art of Selling Ideas and Winning New Business

Is an excellent book to read. 
I’m impressed with this book because it doesn’t just use examples from advertising world. The O.J. Simpson trial was used as a great example about the importance of research, appearances, and understanding your audience.

The section I found particular interesting was “Leave behinds.” What should you leave behind after a presentation. Jon Steel cites this as a great leave behind book created by Goodby, Silverstein & Partners after doing a presentation for Nikon in 1994. 

I was going to paraphrase the first page but it’s written so eloquently. So here it is:

To shoot a picture:
One person sets the ASA, checks the light meter, sets the aperture, then the exposure, takes three steps back, squats, frames the shot, focuses, resets the aperture, focuses again, and shoots.
Another person aims and shoots.
So, who really takes the world’s greatest pictures?
This book attempts to answer that.
On April 18th, the employees of Goodby, Silverstein & Partners were asked to bring to the office the one photograph that means the most to them. They were also asked to explain why they chose that particular picture. 
We learned some things about photography that day.
We learned that what matters most to people is a picture’s emotional content, and not its technique.
We learned that a picture can be poorly composed, blurry, underexposed–and still be considered “great.” If not by most of the world, at least by whoever shot it. Or inherited it.
We learned that photograph doesn’t merely capture an image, but also a moment. And that it can trigger a flood of memories and details from that moment: the name of your aunt’s basset hound, the smell of the steam rising from a Cape Cod clambake, the way your dad used to tickle your mom on the living room couch, the best man’s toast at your wedding.
And because none of the pictures presented here were shot by a professional, we also learned that photography is probably the most democratic of art forms.
Anyone can shoot the world’s-their world’s-best pictures.
And everyone does.

On every following page is a photograph contributed by each person employed by GS&P with an accompanying text described why it meant so much to them. 

Everyone has a story, you should bring yours to life in your leave behind because that will set you apart from the others.