Here's the best sales pitch I have ever heard. It comes from today's guest, Danny Fontaine.

Now, the year was 1979, and it was this massive company called British Rail. British Rail ran all

the trains in the United Kingdom, and whoa, did they have a bad reputation? The trains were delayed,

customer service was terrible, everything was always dirty.

Now, British Rail made some changes and decided it was time to tell everyone about them.

It was time to launch an ad campaign, and this is where today's story starts.

Enter Peter Marsh.

Now, for two decades, the company he was a part of, ABM, it was a top advertising agency in the UK.

But this was way before all that.

He was brand new, and he had won the chance to pitch British Rail.

And, well, I'll let Danny tell it from here.

So the day of the pitch arrives and the British Rail guys, they approached a receptionist.

And they're saying, excuse me, we're here to see Peter Marsh. She waves them away to a waiting area with a hand

without saying anything. And they get to this waiting area and there's dirty coffee cups.

And there's old newspapers from two weeks ago. And there's piles of stinking cigarette ends in Ash Trace.

And some more time goes by and they get up, they're like, okay, this is, you've missed an opportunity in a lifetime, ABM.

They put their bowler hats on, and they grab their briefcases and they stormed towards the exit.

And at that very moment, Peter Marsh bursts into the room and he says,

gentlemen, you have just experienced what your customers go through every single day.

It won't surprise you to learn that Peter Marsh's company, that's ABM, well, it got the deal.

And I'm sure you know why, right? In this beautifully crafted pitch, he told a whole story. He

signaled that he understood the problem, and he evoked in his clients the emotion, that engendered

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