Abraham Lincoln once said, "Give me six hours to chop down a tree and I will spend the first four sharpening the axe."
Reading that tells us that preparing for the "big moment" is two thirds of the battle. So many people focus only on the moment without sharpening their axe. Look at this in terms of presenting to a potential client. If you go into the presentation room the day of the meeting and you have not done your homework, you have already lost your chance of winning. If this were a test you would only be able to get a 33% as a top score if you nailed it. Looking at it in this manner, you start to realize that homework is what is most important.
The homework starts with background research. Background research is key in developing the idea behind a great advertising campaign. Great ideas are hard enough to develop on their own, but without background research? Forget it. Your point will not translate well and the idea will be lost in a sea of other bad ideas. So what do you do? Start sharpening that axe. Find out everything you can about the demographic you are trying to reach. Learn how the market has reacted to new product launches. Delve into books of key industry-specific decision makers. Find out who went to prom with your competitor’s CEO. Do whatever you have to do. Take that full two-thirds of the time to make that axe so sharp that you could shave with it. Then, and only then, are you ready to fully develop the idea.
Once your homework is done and you have your idea formed, it's time to prepare for the pitch. Preparing the pitch is almost more important than developing the idea. Lot of great ideas are lost in poor presentation. In The Art of The Pitch by Peter Coughter, he says “Don’t focus on the deck, focus on the story.” Think about how many times you have presented something. What is the first thing you do? You open a PowerPoint and start filling it out. You make sure you have enough material for a full hour presentation. This is exactly what the Coughter says should be the last thing that happens. Create your notes first and then make a stunning presentation after. You should not think of it like you are trying to fill up the time. Tell your story. Get your point across. Then give them time back. Just because a presentation is long does not make it good.
How does a presentation become stunning and how does this pertain to doing your homework? Easy; it needs to be well-rehearsed. Do not rely on practicing what you are going to say on the drive over or, dare I say, not practice at all. Your final homework before a presenting an idea is practicing and even presenting it to a few colleagues or friends first. If you are worried about leaking the idea, videotape yourself and watch it back. Whatever you do, practice. You will change things. You will make it flow better. You will win more often.
After the homework you are effectively positioned for the pitch. This can be applied not only to a pitch but to many other things in life, such as making home improvements, a change of jobs, or even a softball game. In each way, for the best results you must practice, learn, grow, and have your homework done before you dive into it head first. If Lincoln did it 150 years ago you can too. Redirecting focus on you, I ask, “How sharp is your axe?”