Why Your Great Idea Might Be Falling Flat—and How to Fix It

A few years ago, I traveled overseas with a pitch team. We were well-prepared. We’d rehearsed our story, knew the prospect’s business, and were ready to connect. But the moment the first question was asked—“Tell us about your firm”—our team leader launched into a 15-minute monologue about our past clients, credentials, and why we were clearly the best vendor.

He never stopped to confirm what they needed. Never invited them to imagine a better outcome. Never gave us a chance to walk through our solution. By the time he got to the end of his evidence dump, our time was nearly up. He’d tried to convince them we were the best, safest, most trustworthy supplier for them. And we lost the pitch.

That moment stayed with me—not because we lost, but because we failed to connect in the right order.

The NOSE Model: A Smarter Way to Sell an Idea

N – Needs

Start with them, not you.

Clarify what matters most:

- What’s not working?- What do they care about?- What are they hoping will change?

✅ This is how you build urgency and relevance.

O – Outcomes

Now help them see the prize:

- What will be different or better?- What might they feel, do, or say when it works?

✅ This builds motivation and emotional connection.

S – Solution

Only now do you offer your idea:

- How does your approach move them from here to there?- Keep it clear, simple, and relevant.

✅ Your solution becomes the bridge to the future.

E – Evidence

And finally, show it works:

- Use relatable examples, proof points, or success stories.- The goal is credibility, not self-congratulation.

✅ This is the trust-builder—but only after the rest.

The Psychology Behind It

The NOSE model is grounded in how people actually process change. When someone is stuck, leading with proof rarely helps. They’re in what we call the “Fight or Flight” zone—uncertain, wary, or overwhelmed. Only when they feel seen and can imagine a better state do they become open to how to get there.This mirrors the classic “change curve” we use in behavioral work. As people move from denial or fear toward ownership and action, their openness to new information changes. Match your pitch to that psychology, and you’re far more likely to be heard.

The Bottom Line

Whether you’re selling a product, introducing a change, or coaching a colleague—structure your story around their Needs, a compelling Outcome, your tailored Solution, and the right Evidence.

And don’t get stuck at the E.