This is not an easy discipline to master but it is essential in sales, no matter what it is that you’re selling. Often, if a person can’t communicate their Big Idea consicely, it’s because they do not quite know what it is they’re trying to sell.

Practice writing short summary synopses. Recognize what is essential and what is not in your summary. In writing, it’s called sticking to the major plot points. Avoid the details that may seem important to YOU but are merely distracting to your listener. Be merciless with yourself. Cut, cut, cut until you’re down to the bone.

The skillful use of metaphor is also key, linking the Big, New Idea to something that already exists: “It’s like…” When the U.S. Army was considering developing the tank for use in warfare, very few in the military establishment understood what possible practical use it could have until one brilliant mind realized that tanks were like armored horses and could be used as cavalry. Since the use of cavalry in warfare had a long tradition, everybody instantly understood the role of tank warfare; the Ah Ha! moment of understanding.

Guy Kawasaki always tells people not to listen to others if you truly believe in your idea.

I’m sure people told Bill gates to stay in school, etc… The list like that could go on forever.

Same with giving up. There are a million success stories out there about people who tried and failed over and over until they had one big success.

It’s a shame when people either don’t try or give up too soon.