Do you have a great idea? Good! But unless it's implemented, it won't have any value beyond the pleasure you might derive from the insight alone.
And implementation often depends on persuading others that your idea is worth their time and trouble. Tipped off by Daniel Pink, I watched this video by Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing at Arizona State University, on the art science of persuasion this morning.
Farnam Street is right. It may be the best 12 minutes you spend today.
Since the IdeaFestival undoubtedly has the smartest fans anywhere, please remember: use your new persuasive powers for good.