The lesson
Pitch a campaign as a funnel that shrinks to almost nothing, and let the press coverage the scarcity creates be the budget line.
The move
A Pitch Unfairly deck rebuilt around a candy launch plan. The cover pairs "Five golden tickets. One open door." with a gold ticket. Slides run Problem (three rival files stamped "STOLEN"), Insight with three newspaper headlines, a shelf of wrappers to open, a funnel from "Billions" to "5", and "The hunt does our press tour for free."
Why it works
- Our readThe funnel slide ends on a row labeled "What we are really looking for" with "CLASSIFIED", which turns a missing number into a joke the audience is in on.
- Our readThe Insight slide shows three invented newspaper headlines about the closed factory, so the curiosity the plan relies on is shown rather than described.
- Our readMost slides carry a numbered label ("01 / THE PROBLEM", "02 / THE CAMPAIGN", "03 / THE FUNNEL"), so the plan reads as steps.
What not to copy
Don't copy the fiction or the vague "Billions" bars; real plans need real counts. Keep the problem, insight, campaign, funnel, payoff order.
