3 marketing techniques to encourage internal buy-in on new ideas

Rather than the straightforward, metrics-focused presentations typically used to drum up support for a new idea, taking a more creative marketing-style approach to pitching may generate greater interest and enthusiasm among an executive team.

A recent Harvard Business Review article outlines three marketing-inspired strategies that may help make an idea more appealing to internal decision-makers.

1. Start early: Instead of waiting until an idea is fully refined and as close to perfect as possible to pitch it, begin planting seeds among leadership from the get-go. According to HBR, "The more time you spend accumulating positive associations about your idea, the larger its brand matrix will be by the time the decision is made."

2. Create positive buzz: Executives are more likely to consider ideas that are backed by "influencers" across the entire organization, not just by the individual or department behind it.

3. Develop ad campaigns, not presentations: While there is undoubtedly value to making a logical, rational case for an idea, decision-makers will form more valuable emotional attachments to ideas pitched the way buzzy new products are sold to consumers — described with success-focused metaphors and tied to nostalgic memories and historical achievements.

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