This article was originally published in 2015 and has been completely updated in 2020.
Generating creative ideas is only half the battle. It is difficult enough to come up with a new creative angle, but then we often have to sell the wonderful idea to decision makers who are just not on the same wavelength. Most communicators are familiar with this problem. So what can we do about it?
In fact, it can be extremely difficult to get decision makers to back an idea. They might have a different agenda, may be preoccupied with other matters, and may be playing politics with your sound idea.
Nevertheless, there are some street-smart ways to increase the chances of senior management or clients accepting your new concept. It pays to sit down and think through the ways you can do this. Make sure you give yourself enough time to prepare the ground ahead of an important presentation to the executive committee or similar.
The street-smart range of actions includes:
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