If you have something you care about – an idea, some work you have done, a job, a project, a new product -, it’s fair for you to assume that nobody else will get it. And it’s your responsibility to explain it, sell it, evangelize it, adjust it, combine it, market it.

That means two things.

First, that we can’t assume that we will hit the mass on day 1. Overnight success is a hoax, but you know that already.

Second, and most importantly for this post, that your role very soon gets much more complex. Because if you want to buy people into whatever you are doing (that you care about), you need to spend a large amount of your time talking about it.

And I guess that the bad news is that nothing is self-evidently great.

And the good one is that everything can be.