May 2014
Beginner
160 pages
1h 33m
English
Content preview from Creating Business Plans (HBR 20-Minute Manager Series)Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Articles
Elsbach, Kimberly D. “How to Pitch a Brilliant Idea.” Harvard Business Review (September 2003; product #R0309J).
Coming up with creative ideas is easy; selling them to strangers is hard. Entrepreneurs, sales executives, and marketing managers often go to great lengths to demonstrate that their new concepts are practical and profitable—only to be rejected by corporate decision makers who don’t seem to understand the value of the ideas. Why does this happen? Having studied Hollywood executives who assess screenplay pitches, the author says the person on the receiving end—the “catcher”—tends to gauge the pitcher’s creativity as well as the proposal itself. An impression of the pitcher’s ability to come up with workable ideas ...
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