When people make a major decision, they want a flag to wave or a shield to wield. The inherent quality of a course of action may not be apparent or even that important. [Those innocent souls who rely solely upon high quality selling itself are in for disappointment.] The decision makers want to feel good or safe about their choice and if you can make them feel both you are in good shape indeed.
When preparing proposals or interviewing for a position, never forget that truth. Know your flag and shield. At a minimum, make them feel better or make them feel safe.
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