It’s almost never about Vision at first.
It’s usually about “What’s the revenue model,” and even more so “What’s *my* get out of this?”
This isn’t a bad thing, and it’s helped significantly with regard to how I formulate and make product pitches.
Even when I think something’s a great idea – even when I know it – I know it’s not ready to show until I’ve got that question down: What are the most direct, concrete benefits from this I can tout to my audience?
“Useful features and functions that your audience will love” is way down the list; even “this fits in perfectly with your stated strategic vision; it’s a set of tactical objectives that moves you further toward where you said you want to be” isn’t generally received much better. Forget about “streamlining processes” and “creating efficiencies:” those things are generally part of a great digital product, but that’s too much steak and not enough sizzle.
Here’s what they want to hear (and so what you need to say): “Building Product X will create a projected revenue stream of Y.”
If you can’t lead with that, you’re dead(*)
(* – I’m not saying this is true at all times with every audience; it has been true for at least the past two years for 98.6% of my audiences)
