Academy Member Archie Ology Describes The Perfect Pitch – Tribe Talk #14

The Academy is filled with members who know what they want to do and focus on their goals relentlessly. Each member of the tribe is driven enough to build themselves, change direction, become creative thinkers and focus on their values.

London Real guests encourage creativity through inspiring us with their own success and getting us to FEEL the success .

The message is always consistent: successful people start before they feel ready. The vision of the Academy is really embodied by this idea of taking action and starting now. The question is not whether we are capable of succeeding, rather it is how MUCH do we want to succeed?

This week, the theme of the Tribe Talk is really underpinned by the actions of Academy Member Archie Ology. If you look at the post Archie wrote in the Private London Real Academy Facebook Group, you’ll see a big number of Academy members commenting on his pitch and pitching methods, including Peter Sage!

These are the principles Archie applied to his business pitch:

  • High status trumps low status
  • Be the prize
  • Focus on your pitch, not on the outcome
  • Tell a story (information has no convincing value)
  • You will fail at many pitches, so see every pitch as an exercise to get better at it
  • Act as if it is impossible to fail (be indifferent)

This member interview shows how, through the application of what he learned from the Oren Klaff episode, Archie pitched a UX leadership role at ING Bank in The Netherlands. He also reveals how he marginally secured the role and why his delivery led him to being offered two other roles at ING.

Member Interview with Archie Ology


Tell us about yourself and what you do

My stage name is Archie Ology, but my mother calls me Q-rie. I am from The Hague in The Netherlands and I love history, innovation and art. I am a User eXperience Designer by profession, but I prefer the title eXperience Designer. I design experiences. I borrow from marketing, sales and design and combine them to build off the shelf experiences for small companies and brands. I have done so many things that I combine my knowledge and expertise to deliver a more holistic experience with a longer outlook to smaller companies. I’m a sort of UX Robin Hood. I steal from the large and give to the small.”

Where did you pitch and what did you want to gain?

“I pitched at a large bank in Amsterdam. They were looking for a UX Manager. I was approached by a recruiter. ING is the best bank for UX (but it is still a bank). I like corporate environments because I like smart people. People who have a well constructed opinion. You find those mostly in an environment like that. But I don’t want a 9-5 job. I have my own business, so I am not looking for a steady job at a bank. But I grab any opportunity to pitch. I love pitching. It keeps me on my toes.”

What is a pitch deck and is it essential to have one?

“A pitch deck is your guide through the pitch. Because pitching can be a nerve wracking experience for many, a pitch deck is useful because you don’t have to remember the next step and it provides buoyancy. You can hold on to it while it leads you through the pitch. There is a downside to it also: a pitch deck means it is a closed pitch. This makes it almost impossible to be creative during the pitch should the pitch demand it. So, I always have a second deck that allows me to be more open to the people asking the questions.”

How do you apply pitching to your non-business life?

“Order, I think. If I need to get things done I make a pitch deck for the day (or week). Also I apply information from permaculture to make the decks. In permaculture, which does not just apply to gardens and nature but also to life in general, there are 5 zones. Zone 1 is where your core activities lay. Things you cannot live without. Zone 5 you never touch. Zone 2 to 4 get attention relative to their position, but only when you are done with the previous zone. I sculpt my day in the same way. A pitch deck of what I need to do first and foremost. Usually the frogs, and they are zone 1. Helping other people is zone 1. Keeping my nest clean and healthy is zone 1.”

What did you learn from your pitch and in hindsight, would you have done anything differently?

“If I had wanted the job, I would not have gone out on a limb with my preparations. Like I say in my video, the best watched talks on TED are Ken Robinson and Simon Sinek. Both of them have no visual information on stage, just their story. I would have just practiced my verbal storytelling if I would have genuinely wanted the job. Nothing else. This answer begs the question whether or not this also applies to others. Why the pitch deck if it is better without visual information? That depends on the person. I like to present in front of crowds. It gives me energy. If you feel less sure about your storytelling skills or your posture or you worry about how you come across, then a pitch deck can help you feel more confident.”

What does success look like to you?

“Success to me is being able to buy whatever I want at the supermarket without having to worry about the price. Being free to travel to Turkey to write or to Spain to be with my friends or to London to hang with you guys or even to the airport all day on a weekday to meet Academy member Tone, and discuss crazy things with him. Sheer wealth.”

What advice would you give to Academy who are planning their first EVER pitch?

“Listen to Oren Klaff’s episode six times like I did and practice in front of the camera. Also see Ken Robinson and Simon Sinek and read what other people think about it. Why do others feel that they are so popular? Copy that. Don’t wing it, and keep it simple but complete. Don’t leave out anything that you think may be important for the people at the other end of the table. You sell yourself. And sometimes a person will just not have his or her day. Don’t let it deter you from what you believe is right. If you don’t know what is right then write a 50 page book on the subject you pitch for. Research it. You will know when you are done, I promise you.”

Find out more about how to pitch anything IN this video Archie made for you.

In the video, Archie explains more in depth about the methods he applied in preparation and during his pitch, including advice on the amount of time we should spend preparing our pitch and his own model for pitching, based on London Real guests, including James Altucher.

Are you making your first EVER business pitch? Are YOU applying Oren Klaff’s STRONG method to pitch? Share it with me in the comments here!

Tribe Meetups

There’s a Tribe meetup in San Francisco at 7pm PST today! If you’re in the Bay Area, don’t miss it!

There’s also a monthly Meditation and coffee meetup in London at 10am – more details here!

See if there’s a Meetup scheduled in your city here, and if there isn’t let me know if you’d like to host one!

Until next week’s Tribe Talk, take care and get in touch with me @noorahnaker I’d love to hear from you!

Speak soon,


P.S. Here’s a photo of me at a recent Focus Group – after every one some members get to sit in the chair and answer a couple of questions from the man himself!

I hope to see you at the next one! If you haven’t attended one yet, book your place here for the next one on November 20th!


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