Publishers of technology books, eBooks, and videos for creative people

Home > Articles

This chapter is from the book

The Pitch

Arrange a formal meeting with the stakeholder(s) to present the proposal. In your accepted design role, you’ve probably had many chances to earn the trust of your product program and senior executives within your company. However, the first time you approach the creation of a product vision might be seen as stepping outside your “lane.” It may sound counterintuitive, but a good way to set yourself up for success is to make in-person attendance a priority for both the presenter and the key stakeholders. Face-to-face human connection can be an invaluable asset, especially when pitching. Achieving this may mean working with each stakeholder’s executive assistant to coordinate when everyone is in the same location.

Be aware that the price tag might scare off even the most open-minded leader. How can you convince your employer that putting in the hard work to assemble a strategy-driven product vision is a worthwhile investment? Arm yourself with this book’s case of the devastating effects a business will suffer due to absence of proper product vision. If you see that complete success is not in the cards that day, negotiate for a partial win, such as a trial period. Be sure to document the agreed-on decisions, no matter what the result.

Pitching Etiquette

If you are new to pitching, the first greenlight may take a few tries. Be patient, but persevere. The more you pitch ideas, the better those proposals will become. Here are a few quick scheduling wins that could tip the odds in your favor. Be mindful of the day of the week and time of day you’re scheduled to pitch. On a Tuesday, that mid-morning slot should be golden. Everyone has time to settle in first thing, send emails, and then give their full attention before they tackle the rest of the week. Choosing your timing is an easy win that will set you up for success. Avoid early-morning Mondays and end-of-day Fridays, always. The stakeholders will either be just waking up or already checked out for the weekend. Lastly, be sure to avoid the week right before a big holiday or the weeks that have department conflicts such as a multiday conference.

Documenting Result

No matter the result, the conversation at the pitch meeting should be documented. The proposal should be amended with the stakeholders’ contributions. Send the adjusted proposal to the contributing stakeholder for formal approval. You must request and secure a firm commitment to dedicated resources before the product vision work officially kicks off. Strategic designers conduct all product vision efforts one hundred percent above board, no exceptions. And always favor written approval with email receipt over a verbal response.

Trial Period

Here’s the rub: all stakeholders may not be so easily persuaded by the power of a strategy-led product vision. In this situation, try to convince them to sign off on a trial period. A trial period is the time required for a full product vision completing each of the four phases (see Figure 4.1). If necessary, break your work week into three or four contiguous blocks—that way, you can be flexible and fit in other projects and responsibilities, both yours and those of your stakeholders.

Not Vision Ready?

Maybe your senior leadership team isn’t quite ready to invest in a fully funded product vision. Go back to basics. The most common need is to transition products from business-centric to user-centric. The digital products created by many large enterprises tend to reflect internal organizational structures and can be bloated with unnecessary features. Your initial proposal may simply be to demonstrate, “What if . . . ” showing how a product could be more effective if solving customer needs took top priority. Here you are simply aiming to better understand and better focus on delivering value to customers. Challenge yourself and your fellow designers to focus on identifying opportunities and making improvements doing what they do best: interaction and interface design. Get the ball rolling by redesigning a feature that’s already on the market. As an exercise, ask the team to consider whether they’re truly considering the user’s point of view and to think about how they could create an alternate approach:

  • Are we doing what we’ve always done?

  • Is there another way of thinking about this?

Rethink how the user interacts with the product at a high level and how you could make it more user-centric, and then present the concept to your product team. For example, suppose your company still has a website that resembles its organizational hierarchy chart; consider how might you get started with integrating design at a more strategic level by redesigning the website (or a section of the website or an application) to make it more user centric, and then measure the results. With each tiny victory—learning about and designing for user needs, delivering hypotheses to test solutions, and measuring how they’re working—you and your fellow designers will continue building the trust and credibility needed to move towards earning your first product vision initiative.


FIGURE 4.2 You Are Here, the first phase after approval: assembling your team.

Peachpit Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from Peachpit and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about Peachpit products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites; develop new products and services; conduct educational research; and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by Adobe Press. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive:

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020