If you think people need to listen to your ideas just because they are bright, then go away and read this book that I just finished reading. The real world needs to be persuaded. In fact, you need to woo people to succeed in selling your ideas. Having smart ideas is necessary but not sufficient. Wharton Profs Shell and Moussa have tried to turn wooing into a science by giving those step by step instructions that people just LOVE! The picture of the two parakeets should become the mnemonic for you everytime you want to woo someone. Notice there is no club being used by the parakeet while wooing. Yeah, it is always about understanding the others needs and point of view before you start your spiel.