@robdwillis: The one question that decides whether your idea lands There is one question that decides whether your idea lands or dies. Most people do not ask it soon enough. Why. Why are we doing this. Why now. Why should they care. Rob Biesenbach told me about a truck maker trying to turn a business around. The leader stood up and said 'we gotta do this, we gotta do this, we gotta do this.' He never set up the problem. He never explained the why. So the team had no reason to care about the what or the how. Strong communicators reverse that order. They name the problem first. They give it stakes. Then they earn the right to talk about action. Catch the full conversation with Rob Biesenbach on Chief Story Officer wherever you listen to podcasts. 🎙️ Chief Story Officer #storytelling #communication #leadership #publicspeaking #podcasts

Rob D. Willis

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Friday 26 June 2026 09:57:05 GMT