Table of Contents
Introduction xi
Success is enabling a wise decision.
Section 1 Prepare
1 Know the Basics of Making a Case 3
You're telling a story about how to meet a business need.
2 Learn How Your Company Evaluates Cases 7
Seek counsel from those who know what wilt fly.
Section 2 Get to Know Your Audience
3 Figure Out Who's Calling the Shots 13
Who really has the authority to give your project the green light?
4 Understand Your Audience's Objectives 17
Find out what your stakeholders care about.
Section 3 Build the Case
5 Clarify the Need 25
What pain are you trying to alleviate? What opportunity are you pursuing?
6 Build a Cross-Functional Team 33
You need multiple perspectives to find the right solution.
7 Consider Alternatives 37
The tough part is ruling out options.
8 Think Through the "How" at a High Level 43
Pave the way for realistic estimates.
Section 4 Crunch the Numbers
9 Estimate Costs and Benefits 49
Peg them to categories in your company's P&L.
10 Calculate ROI 61
Spreadsheets make it fairly painless.
11 Account for Risks 79
Weigh the "what ifs."
Section 5 Present Your Case and Move Forward
12 Prepare Your Document 87
Summarize your story and support it with data.
13 Shop Your Case Around 93
Drum up support before decision time.
14 Are You Ready to Present? 97
Use this brief checklist to make sure you've covered alt the bases.
15 Make Your Pitch 99
Appeal directly to decision makers.
16 Get to a Decision i°5
"Yes" is meaningless unless stakeholders commit resources.
17 What Next? 109
Get started, even if it means heading back to the drawing board.
Appendix A Avoid Common Mistakes 119
Appendix B How to Give a Killer Presentation Chris Anderson Ted Curator 123
Glossary 139
Index 143
About the Authors 149