What marketer hasn't emerged from an executive conference room in a state of shock, holding the tattered remains of a once-great positioning strategy? 60 minutes ago, it was a model of elegance and simplicity, completely aligned with the ICP and squarely in the market's competitive gap; now, it's a bloated chimera full of buzzwords, acronyms and allusions to each executive's pet project that the customer will never understand. The sad truth is, great ideas almost never sell themselves. And if you emerge from a meeting with your idea shot to hell, then the problem is that you failed to pre-sell it. Over his 20+ year career, Dave Prager has cradled the dying bodies of great positioning strategies more times than he can count. But he's also developed a set of practices that, more recently, have led to far more wins than losses. This talk introduces you to the work behind great work — what you need to do before, during and after in order to ensure that ideas are not just approved, but embraced by your entire company.