“So, I should focus on execution?” Roberta asked.

“It takes both. Flawless execution of a bad idea is still a bad idea,” I replied. “But even if you have a good idea, unless the team believes in your idea, you will not get flawless execution.”

“So, it’s persuasion?” she wanted to know.

“The best persuaders are not those with the most powerful ideas,” I nodded. “The best persuaders are those who listen. Listening reveals the path to persuasion. The best salesperson I ever knew was fond of saying – if you will just listen to the customer for three minutes, they will tell what and how they want to buy.”