In his book, Power Up Your Profits, Troy Waugh accurately expresses that, "People buy for their reasons not yours." So the question is: What do they care enough about to fund action on today? Think about how executives prioritize. Of the thousands of things they are aware of, maybe fifty of them have their interest. Two dozen they care about, i.e. their emotions come into play. Six they’ll actually do something about. Three they’ll fund money to. Two or even one demand immediate attention. That is the answer…finding the one thing that must be done.
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