Edwards Moore on Pitching Work

Edwards Moore

Ben Edwards and Juliet Moore



EXTRACT
Chris
But you guys would have to do the same thing like have a document pitching what you want to do?

Juliet
Explaining the process.

Ben
And there's a real art to that because you don't necessarily want to show all your work right at the start. So the way we do it is you talk softly softly. This is very logical because it gradually takes them through it and then at the end of it...

Juliet
Tah dah! Usually there's a model or something that represents everything you've talked about. So the idea is by the time you get to that it makes so much sense because everything they've been shown leads to that point and it's like, "Of course, Hallelujah!"

Ben
It's quite nice, sometimes we'll have a model actually around the corner so there'll be nothing on the table and, "Hang on I'll just go around here...", and then you come out and "Tah dah!"

Juliet
People are easily distracted too. If they walked in and there was a model on the table they'd be like, "I dont know, is the window big enough...?" You want them to think about the bigger picture.

Ben
And you can see how they're reacting when you're talking so you know whether to pull back from going too far down a certain path with something and talking about the other stuff they want to hear. Maybe they're interested in the sustainability or something like that. We'll also use references and precedents like Google Images and all that sort of stuff - images that try to create an atmosphere in a document spatially and communicating that. They're not necessarily our projects or materials. We've been really lucky in that it seems to work really well, we've had a couple of ones where they literally turned over the first page and gone, "No, no, no...".

Interview Continues [click here]