We are always trying to pitch and convince someone on an idea. This can range from proposing a new project, suggesting changes in how an organization operates, or even deciding where to go to lunch as a group.
All too often people approach this very focused on what they want and why. They want to achieve their goals, which is natural. They propose their idea and sometimes people agree with it. However, without understanding what your audience desires, this is just taking the chance that your desires are aligned.
A more effective approach is to seek to first understand your audience. Determine what they want. Then see how your idea can help them satisfy their goals. Or modify it in a way that all parties can be satisfied.
By satisfying other people’s goals and desires, we can more easily also satisfy our own.