4. 7 days to pitch day

5. It’s a confusing time

6. Because pitching is a dickhead
sandwich
More junior planner/ account team do all the initial work
Lots of Senior Dickheads Interfere
More junior planner/ account team do all the concluding work

12. Writing Goodlier Plots

15. Support Those Suppositions
Illuminate the bleedin obvious with
some surprising evidence

16. Sell everything that needs selling
(and nothing that doesn’t)

20. Have you vividly diagnosed the
problem?