Lack of ideas is the lowest-ranking cause of creativity not happening. The challenge is keeping an idea alive so it can find its fullest form. This is rarely done in private. It takes people. Occasionally, hundreds of them. An idea first chooses to live or die when told to others, and it is here where even the exceptional ones can be brought to a permanent stop.

If we want our ideas made, which is the most honest and respectable way to advance a career or company forward, they must be sold well and without deception. This requires an act of preparedness. Sell the Idea is designed around three short and widely applicable principles to help make individuals and teams prepared every time.