Is very important to getting it right in the 21st century. A key requirement to push a good idea through to the customer.
To sustain a single minded effort, focused on key actions necessary for progress, without which the idea has no life. To go beyond the internal limits. To think long term, most of time, for the customer.
To hear “No”, and move on to the next one; “stumbling from failure to failure with no loss of enthusiasm”. Cutting close to the bone.
Minimal effort simply won’t cut it.
One can’t assume that an idea will sell because it is a good one. It also has to be proven to the customer such that she has no other choice.
Why? Because success is its own reward. Because there is a future worth being in, worth leading. Because it always pays off in the end, in more ways than one. In relationships, market leadership and profit. A real legacy.
In short, good stories to tell.