When Pitching an Idea, Should You Focus on “Why” or “How”?

It depends on whether you’re talking to experts or novices. October 28, 2021 HBR Staff/Esther/Pexels There are two camps on the most effective way to frame an innovative idea. One contends you should emphasize why the idea is desirable. The other says you should focus on how to implement the idea. Which …

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