Text: Maria Salomaa / TAMK
Photos: AV Growth project group
The AV-Growth project’s IV workshop for scale-up companies led by Film Tampere, offered a powerful exploration of how pitching, sales, and emotional intelligence intersect to shape the future of media and audiovisual professionals. What made this session particularly compelling was the way it blended practical skill-building with deeper reflections on creativity, collaboration, and resilience—core values of the Creative and Cultural Industries (CCI).
Firstly, Elsa Ervasti’s contribution set the tone by drawing on theatre pedagogy to reframe pitching as a performance of presence, voice, and body language. Participants were reminded that a pitch is not simply a transfer of information, but a moment of connection. Through exercises that emphasized vocal dynamics and physical stance, Ervasti showed how confidence and authenticity can transform even the simplest idea into a persuasive narrative. Drawing on her book Pitch!, she encouraged participants to structure their proposals as journeys from problem to solution—what she called the “from HELL to HEAVEN” approach. By articulating the pain of an unresolved challenge and then offering a creative concept as the path to resolution, professionals learn to make their pitches not only logical but emotionally resonant. The lesson was clear: storytelling is the bridge between ideas and impact.
Photo: Elsa Ervasti and the participants of AV Growth practicing interaction.
This emphasis on narrative was complemented by Outi Stüber’s perspective on sales and customer relations. She challenged participants to move beyond the mindset of “trying to sell” and instead focus on creating genuine value for customers. In her view, successful negotiations are not about pushing products but about listening, asking questions, and understanding what truly matters to the client. Psychological safety, she argued, is the foundation of innovative organisations, because people are more willing to take risks and share ideas when they feel respected and secure. For future AV professionals, this insight is crucial: technical expertise alone will not sustain growth unless it is paired with empathy, adaptability, and a consultative approach to building relationships.
The workshop also highlighted the importance of cultural awareness in international collaboration. The participants learned how cultural differences shape communication styles, negotiation strategies, and expectations in business. However, for me the most profound part of the intensive training day was the exploration of emotional barriers that often hold back creative professionals. Fear of rejection, imposter syndrome, and perfectionism were openly discussed, re-framed as opportunities for growth rather than signs of weakness. Participants reflected on how striving for perfection often fuels self-doubt, while aiming for excellence allows room for learning and resilience. Rejection is not a verdict on one’s worth, but evidence of courage and action. These conversations reinforced the idea that belonging, competence, and autonomy are essential pillars of professional agency.
The first day of the workshop closed with a challenge: to distill one’s identity and mission into a single memorable line. This exercise was not about marketing slogans but about clarity of purpose. A strong one-liner is both a compass and a calling card—it captures the essence of who you are and why your work matters.
Photo: AV Growth participants relaxing after the first workshop day.
In reflecting on AV-Growth IV, it become clear that the education of future media and AV professionals lies beyond technical training in storytelling, emotional intelligence, cultural competence, and value creation as core elements. These are not peripheral skills; they are the very foundation of resilient, creative, and collaborative enterprises. By embracing these lessons, the next generation of professionals would be better equipped to thrive in the dynamic landscape of the Creative and Cultural Industries, where success is measured not only by output but by the ability to inspire, connect, and create a lasting impact.