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FREE LESSON
05. What is the Inciting Incident?
Using three beloved feature films, this lesson covers the definitions of the Inciting Incident. What is it, and why does this single element of narrative structure play such an important role in selling an idea? We’ll cover all of that in this lesson.
Ever struggled to get someone to see the value in your ideas?
A new online course from author and Apple Design Award winner Ian Wharton. Three principles to help you get from idea to execution more of the time.
4.83/5 Rating | NPS 80
Used by the world's best teams
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“How to think like your client, and how to mitigate threats or derailers.”
“Really clear, no BS approach to pitching.”
“Great course. Practical tools for making better pitches.”
"The course was amazing. Extremely applicable methodology."
“This course is incredibly helpful if you’re struggling with confidence.”
"These are hard-won insights."
"A completely different way of looking at the pitch process."
"A very refreshing perspective on selling ideas with highly valuable insights."
“Without this it constantly feels like you're starting from scratch with each new pitch.”
"Full of insight and takes the jeopardy out of the creative sell."
“Loved how actionable the information is. Will definitely make a huge impact in our team.”
“Very digestable and easily applicable content.”
Alumni reviews
“Really clear, no BS approach to pitching.”
"The course was amazing. Extremely applicable methodology."
“This course is incredibly helpful if you’re struggling with confidence.”
“Without this it constantly feels like you're starting from scratch with each new pitch.”
"Clear, concise, easy to follow, with practical tips that can instantly elevate any presentation."
“How to think like your client, and how to mitigate threats or derailers.”
"These are hard-won insights."
"A completely different way of looking at the pitch process."
"Full of insight and takes the jeopardy out of the creative sell."
"The course was amazing with a very clear line of thought and helpful supporting examples."
“Great course. Practical tools for making better pitches.”
"A very refreshing perspective on selling ideas with highly valuable insights."
“Loved how actionable the information is. Will definitely make a huge impact in our team.”
“Very digestable and easily applicable content.”
"Perfect for sharpening your pitch skills. Highly recommended!"
Learn more about the course
Team Testimonials
“Ian brings decades of experience in this field, having worked across a number of senior positions in creative and start-up businesses. His approach to learning is proven, his materials are easy to follow and impactful, and he brings a wealth of real world examples to the course. Ultimately, if you want your teams to be able to sell their work harder, then put them through Sell the Idea.”
Simon Cox
Global MD, Strategy at Huge
“Ian provided actionable insights we can immediately apply to make our ideas more compelling and impactful. This course is a must for any company looking to enhance their team's ability to communicate and sell ideas effectively.”
DAN WHITEHEAD
Brand Creative Director, Frog
“I would strongly advocate for anyone who is interested in improving this part of their skillset (not just designers) to go through this course. These are hard-won insights.”
Kevin Johnston
Design Director, Future Platforms
“This course was exactly attuned to the level of learning that our already high-function team needed to push our understanding of storytelling methods further and apply them in our day-to-day. Every design team deserves to have this in their toolkit!”
Michael Wanelmaier
EX-Head of Design, Metalab
“Sell the Idea was a great course for our creative, social media, and marketing teams and proved super valuable for everyone involved. Creatives left with practical takeaways, while stakeholders gained insight into our pitching process. We've already been applying these learnings to our work."
Christopher Poots
Creative Director, N26
“Ian delivers a rejuvenating perspective on inventive thinking and conceptualisation. His commercial insight instructs creatives on the optimal strategies for presenting their ideas. An inspiring speaker that the global Ticketmaster Product and Design teams thoroughly enjoyed.”
Troy Suda
Chief Product Officer, Ticketmaster
Learn more about the course
Short, actionable thinking on how to avoid the things that limit creativity in teams and individuals. Zero spam. Always free.
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