The Art of Creative Entrepreneurship

David Baker: I was working with a firm recently that you have also worked with. They were in a pitch, a competitive situation. And they had a pretty good sense it was them and one out of their firm. But then the morning before their pitch, one of the partners wives said, hey, I'm friends with a bunch of people at this other agency on social media. It's quite a different firm. So they changed their strategy completely. There was a 100-point scoring system and they beat this firm by one point.