I have finished reading; Make Your Idea Matter by Bernadette Jiwa, and found it very enlightening. I got a lot of ideas from the book but the main one is that most people do not buy based on logical evaluation of the available offers, they go with who tells the best story.
“You can’t learn to be passionate, but you can learn how to communicate the passion you already have, by telling the best story you can tell.”
There is nothing new in this. It’s all been said before, but there is a difference between being aware of something and really getting it. The book has helped me get it.
The path to success is littered with great ideas poorly marketed. Don’t let yours be one of them.