Whether we are trying to push forward a project or simply persuade a friend to come with us to the movie of our choice, it all boils down to trying to stir someone to join in on that project, to follow our plan. All of us in our personal and business lives find ourselves pitching every day - from our ideas, to our companies, products and services. But one veteran ad man says we've lost sight of the most important person in the equation - the person on the "receiving" end of that pitch. Kevin Allen's approach is not about persuading, but about creating a connection that assures a mutual win. Allen lays out his proven method for discovering the not-so-obvious desires of a client and building a connection to this deep desire that assures a real and mutual benefit.