If you’re like many promo pros, you’ve probably had some good ideas get passed over in meetings. Not because your ideas aren’t good, but because they may feel risky or inconvenient to people hearing them. In sales, this matters more than you’d like to admit. Your ideas often determine how effective you can be in your job. When they’re dismissed, it’s harder to build that momentum.

Nate Berkus, a keynote speaker and bestselling author, says even smart people can reject promising ideas. They might want to double down on what worked before or they may not want to change because they’re already heavily invested in the current system. If you want your idea to gain traction, he says you have to work with people’s resistance rather than try to bulldoze through it. We share what he means in this issue of PromoPro Daily.

  1. Frame the problem before the idea. Too often, people jump right into the solution. The problem with that is that the other person may not agree, and your solution feels unnecessary or like criticism. Instead, Burkus recommends clearly outlining the problem your idea is solving. Help them feel the pain point. Show how it’s slowing the team down or creating friction. Once everyone understands the “why,” the “how” becomes a much easier sell.

  2. Make it easy to imagine. Abstract ideas are easy to dismiss, Burkus says, so bring yours to life. Use case studies or stories — anything that makes the idea feel real. Burkus advises using a comparison. For example, you could say, “It’s like what we already use for X, but adapted for Y.” Familiarity reduces perceived risk.

  3. Don’t defend — explore. When someone resists your idea, you may want to argue back or shut down. However, Burkus says a wiser path is turning them into a co-creator. You could simply ask, “What would have to be true for this idea to work?” This simple question moves people from judgment to curiosity, he says. It invites them into the process. And even if they don’t fully agree yet, they’re now helping shape the solution.

  4. Build a culture that welcomes ideas. Even the best pitches fall flat in cultures that resist change. If you’re in a leadership role, you have the power to shape that culture, Burkus says. Start by remembering what it feels like to have an idea dismissed. Use that empathy when your team brings you theirs. Respond with curiosity, not critique. Ask thoughtful questions. Explore possibilities, even if the idea isn’t fully formed.

Good ideas don’t always fail because they lack merit. Instead, they may fail because people default to familiarity. When you understand the psychology at play, your ideas stand a better chance, and you can become a more effective promo pro.

Compiled by Audrey Sellers
Source: David Burkus is an organizational psychologist, keynote speaker and bestselling author of 5 books on leadership and teamwork.