I recently presented a Keynote speech at a London Conference on Pioneering Change which helps creative organisations and individuals innovate. I met many wonderful, intelligent people and I noticed a theme emerged; when an idea, a concept or a new way of working is truly innovative it is harder to get across the line, to get commissioned or even to get the idea heard. It reminded me of Oscar Wilde’s quote that I keep on my fridge door:
“An idea that is not dangerous is unworthy of being called an idea at all”
There are many pitching techniques to refine your idea, to sell its benefits, to identify the audience need it will satisfy, but we don’t often make logical decisions as Daniel Kahneman’s Thinking Fast and Slow or Daniel Pink’s Drive will testify.
To get a ‘dangerous’ idea heard, it is not enough to make it palatable or to sell its logical virtues; instead we must work hard to find the human connection, the salience or the emotional, evocative element that stays with your boss, commissioner or even family member to consider quietly and thoughtfully.