The Less Than Perfect Pitch Process - A Behavioural Science Perspective

The traditional consultancy pitching process is often a "theatre of the rational" that masks a deeply flawed, bias-ridden reality. Clients typically issue rigid, information-heavy Requests for Proposals (RFPs) that force consultancies into a "beauty parade" where the focus shifts from genuine problem-solving to impression management. This structure triggers the planning fallacy, where both parties underestimate the time and complexity of the actual work, and optimism bias, leading to inflated promises that rarely survive the first month of an engagement. Furthermore, the high-stakes, time-compressed nature of pitches forces decision-makers to rely on System 1 thinking—fast, instinctive, and emotional—rather than the slow, analytical System 2 thinking required for complex strategic vetting. Consequently, "chemistry" becomes a vague proxy for competence, often favoring the most charismatic presenters rather than the most capable teams.