Overview

For several years we worked with the CEO of Texaco, during a challenging period of its history. This executive was one of the most effective executives we've worked with. He was speaking on the subject of ideas one day and said: "A good idea isn't worth a damn, unless you can sell it to someone else."

As I heard that statement, I thought to myself, yes, we have to be able to sell our ideas or they die. So is there a better procedure for selling an idea? Here is a suggested format and structure for putting your ideas into motion.