5
Make It Stick
WHEN PAUL’S father Shep was a kid, every Saturday was negotiate-a-movie day. Shep wanted nothing more than to go to the matinee to see the latest movie—including the previews and the Flash Gordon serial installment. It was never a given that he would be able to go. It was a project, a sales pitch. He knew exactly what he needed to do to get a yes from his mom. The case needed to be made early and often. The growing nag needed to be sufficiently well tuned that it advanced his objective without triggering his mom’s wrath. He enjoyed an excellent track record of completing his sale and getting to the movies, week after week. Kids are innately good at this. Observe how they make a sale!
So you’ve figured out what you want to sell. ...
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