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The Hidden Agenda: A Proven Way to Win Business and Create a Following by Kevin Allen

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INTRODUCTION

The Heart of the Matter

For more than four months we fought. More than twenty advertising agencies were shown off the field. We battled against another five, including the odds-on favorite, for a final place in the pitch lineup for this prestigious account. Unexpectedly, we found ourselves in a dead heat with a downtown rival. This had become one of the most-watched competitions in the U.S. advertising business. The prize: over $100 million in fees and a place of glory among our peers. We wrestled day after day, up and down blind alleys, toiling to find a winning idea. Just like our downtown nemesis, we knew that lives would change, and change big, for whoever won this business. The day of presentations came and went. So much preparation ...

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