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

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 one is right? A research project found that the answer depends on your audience. If you’re making a pitch to novices, focus on why. If you’re making it to experts, focus on how.

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