This is the ultimate how-to book – a mixture of mechanics and magic. Nothing like it has been written before. A mixture of mentoring, graphics, anthropology, market research and modern Machiavellianism, this book will train you to pitch for success. So whether at a sales conference in corporate conference room hell or over lunch at a glamourous restaurant, Life’s a Pitch tells you how to handle human transactions, and how to sell yourself and your brilliant ideas. A pitch is not a meeting, it’s a drama. A pitch is not about transferring information, it’s about transferring power. It is business, but it is also theatre. And the results of a successful pitch are – quite simply but rather persuasively – money and power.

Part inspirational manual for business, part guidebook to a successful and happy social life, Life’s a Pitch is written as the result of an accumulated half century of (mostly successful) pitching by the authors. Ground-breaking and genre-busting, it will transform the way you think about the art of persuasion for ever.

‘Life’s a Pitch’ has recently been re-launched to celebrate ten years of success across the globe. The new edition is extended to explore how Donald Trump, against all expectations, pitched his way to the top – and how David Cameron did the opposite.