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55 lessons · Showing 37–48
Give a clear final rebuttal
Compare the surviving arguments and explain why your side should win.
Make a recommendation people can evaluate
Explain the decision, the proposed action, and the reason for choosing it.
Separate evidence from business assumptions
Use a trial result without presenting an untested forecast as a fact.
Explain the costs as well as the benefits
Make a persuasive comparison that includes implementation and operating costs.
Answer a skeptical stakeholder
Respond to a finance director without accepting a misleading choice.
Compare credible business alternatives
Choose among competing proposals using the decision’s actual priorities.
Revise your recommendation when conditions change
Defend a revised proposal after a budget cut and a stronger objection.
Explain the business you want to build
Connect a specific customer problem to a proposed service and a paying customer.
Distinguish customer interest from demand
Examine what interviews and a paid pilot do, and do not, establish.
Defend your pricing and economics
Explain the contribution from a sale before making claims about profitability.
Answer an investor who doubts your evidence
Respond to a serious challenge without inflating traction or abandoning the proposal.
Defend the scope of a paid pilot
Protect what the pilot needs to test while responding to a buyer’s demands.
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