Winning Authority in Your Pitch: Why Bringing It Isn’t Enough

Political history is full of figures who rose to power by winning authority—only to lose it when trust was broken.

Take Boris Johnson. His rise was fuelled by his ability to mirror the concerns and aspirations of a significant portion of the UK electorate. He didn’t just bring his own perspective—he reflected back what many people already felt, in a way that made them feel seen.

But authority is never permanent. Once trust eroded, so did the power that came with it.

It’s a lesson that extends far beyond politics. In business, in leadership, and in pitching, authority isn’t something you simply carry into a room—it’s something you earn in the moment.

Why Winning Authority Matters More Than Bringing It

In today’s corporate world, qualifications, reputations, and capabilities often look identical. Everyone has case studies. Everyone has a sharp-looking deck. Everyone is willing to sharpen their pencils to win business.

So how does a client or collaborator choose between you and a competitor?

The answer lies in rethinking authority. Not as something you arrive with, but as something you earn in real time.

The Harwood Test: Can You Stand on the Table?

In 2017, I attended a Public Innovators Lab at the Harwood Institute for Public Innovation in Bethesda, Maryland.

Harwood is Base Camp for solving deep, systemic problems in troubled communities. Because it takes on some of society’s toughest issues, it’s developed some of the sharpest insights into how to gain trust, alignment, and buy-in.

Founder Rich Harwood, challenges leaders to rethink authority altogether.

True authority, he says, is when you can stand on a table, reflect back to people their shared aspirations and concerns, and be believed.

This insight reframed our entire approach to pitching.

Authority isn’t just subject-matter expertise. It’s not about the credentials you bring into the room.

It’s the authority that is won in the moment—by demonstrating deep knowledge of your audience and what truly matters to them.

When an audience grants you authority, it’s far more powerful than any you walked in with.

How to Win Authority in Your Pitch

So, how do you stand on the table and win the authority that really matters?

It comes down to three things:

1. Know Your Audience Better Than They Know Themselves

Winning authority isn’t about telling people what they should care about. It’s about proving that you already know.

When you pitch, can you articulate:

• Their aspirations? What they truly want beyond just business outcomes.

• Their frustrations? The hidden roadblocks they might not even be able to put into words.

• Their worldview? The way they see their industry, their challenges, and their future.

Most pitches skip this step entirely—and lose authority before they begin.

2. Know Your Stuff—But Don’t Lead With It

Your expertise matters—but only after your audience sees that you get them.

If they don’t feel understood, your insights won’t land. If they do, they’ll actively seek out your perspective.

3. Structure Your Pitch to Align, Not Persuade

A winning pitch doesn’t convince—it clarifies.

The best structure isn’t:
❌ Here’s what we do.
❌ Here’s why we’re great.
❌ Here’s why you should care.

It’s:
✅ Here’s what we see.
✅ Here’s why it matters to you.
✅ Here’s how we can help.

This subtle shift moves your pitch from self-focused to audience-focused, making the decision to work with you feel natural, not forced.

Authority Won Beats Authority Brought—Every Time

Redsuit has been pitching successfully for 30 years, and one lesson has proven itself over and over:

The authority we win in the room always outperforms the authority we bring in.

When two competitors show up equally qualified, the one who reflects the audience’s reality back to them most clearly wins the business.

So, as you prepare for your next pitch, ask yourself:

What can I tell my audience about themselves that will make them want to know more about me?

If you dig deep enough, you won’t need to persuade.

Your audience will already be leaning in.

Just remember: Authority is won, not ordained.

Win it. Keep it. And don’t let them down.