Ice Cream Pitch

“Pitch”

While working in branding, I had to pitch ideas and design options to client on a regular basis. I was amazed to learn that during these pitches I would actually utilizing Abela’s guidelines without even knowing it. I was further amazed that I actually utilized Abela’s guidelines on a daily basis for ordinary non-work related decisions. For example, I once try to convince my cousin to come with me to have Bi Rite ice cream. He was not a big fan of Bi Rite ice cream as it was a local ice cream brand. He preferred the more name brands he usually buys. In addition, we would need to drive 15 to 20 minutes to Bi Rite ice cream; so, I had to be really persuasive.

When I think about that day in detail I believe I used Abela’s guidelines to win that pitch. I started by telling him about the Bi Rite ice cream shop that I have been to with my friends from school, which was my over all story. Then I continued with asking him if he has ever tried strawberry and vinegar ice cream or salted caramel ice-cream. That is when I grabbed his attention “situation 1.” By telling him how it tastes and how this was the first time that I had liked an ice cream flavor other than chocolate, “resolution 1”. 

Then, I went on to tell him about the area Bi Rite ice cream was located, i.e. the mission district, “situation 2”. By telling him about the area, people, the little shops were another resolution. I bought a few things from that area which I used as an example. 

In addition, I used Dolores Park as another situation. I am not sure if it was my pitch that grabbed his attention that he agreed to check the place out or he felt sorry for me trying so hard to convince him. Either way, I ended up having the salted caramel ice cream that night.