I used to be that girl, and probably your worst nightmare. The one who talked to her neighbor on the plane. I’m ridiculously curious, and I made the generous assumption that everyone MUST have a great story to tell. 

Sadly, they don’t. And it’s largely because most people don’t consider their listener when telling a story. It’s too complicated. Too convoluted. And meandering without a point. 

And that’s just as true in the boardroom as it is in business class. 

Executives don’t approve what they don’t understand.

And if your idea is complex, disruptive, or radically new, there’s a good chance they don’t fully get it.

The real test? If your CEO was sitting next to someone on a plane and had to explain your idea in one sentence—could they do it? Could you?

If not, you’re not getting buy-in, much less budget.

Relatable Problem: Your disruptive idea is getting lost in complexity, and leadership isn’t latching onto it.

Pro Tip: Use the Airplane Test to sharpen your pitch:

  1. Write down the simplest way to explain your idea. This is a serious effort, that’s going to take multiple tries to get it tight
  2. Ask yourself: Would this make sense to someone outside my industry? Imagine if you were going to tweet it. Would others understand it? Try a 144 character limit as a constraint exercise.
  3. Refine it until it’s so clear, your CEO could repeat it without notes. Consider who your CEO goes to for counsel. How would they repeat it that that person?

Example:

A fintech PM pitching real-time payroll first explained it like this:

“Our software automates daily payroll disbursements using decentralized finance protocols to enable flexible wage structuring for enterprises.”

(Way too complicated.)

Instead, he tested the Airplane Test:

“What if employees could get paid instantly instead of waiting two weeks? We built the tech that makes that happen.”

Now, anyone could repeat it.

If leadership can’t explain it, they won’t approve it. Make it simple enough to pass the Airplane Test.

And by the way, I tell everyone on my flight that I’m and IRS auditor, and surprisingly I have a silent flight. Works every time.