Telling a story is important, I agree with that. I didn't see my number one piece of advice, which is to tell them how the thing brings value to the company. T

Telling a story is important, I agree with that. I didn't see my number one piece of advice, which is to tell them how the thing brings value to the company. They don't care if your button functions really well, they care that the old button was preventing people from completing checkout, and that problem has been solved. My number two piece of advice is to present way less information than you want to. A small fraction. They don't want all that context, they want a clear story that looks like the SCQA model given in the article. Also, they live in a world where people project confidence, not a world where people present both sides and talk about the uncertainties of both. Often this confidence is unwarranted, but that is utterly beside the point. While the real world is full of uncertainty, what most executives want to hear is "I have the solution to this problem, and I can make it happen".