Win a copy of Sid Peimer's new book - find the word

To win one of three copies of Sid Peimer's new book, The Clear Win, which deals with the ins and outs of pitching to clients, all you have to do is find the one word that he reckons is the be-all and end-all when it comes to pitching for the account and winning it. A regular Bizcommunity.com contributor, Peimer calls it his one word speech! To help you find the word, we're given you the table of contents, introduction and first two chapters of the book - so all you need do is pick the right word out of about 2000 or so. Come on, give it a go. It's a doddle. For more details of 2010's most interesting (and shortest) competition, go to www.bizcommunity.com/TheClearWin-Competition.html.