After spending over a decade in product management in organizations large and small, I’ve come to believe that great product management is 60% substance and 40% style.
Crafting a compelling argument is a function of the substance of the argument, the style of the argument, and the target audience. Obviously the content and merit of your argument are important. But that’s probably where you are spending most of your time already. Equally important is thinking deeply about the style of the argument you’re going to use. And it’s important to consider the style with respect to the target audience, or key stakeholders you are trying to convince. Since everyone processes information differently, you’ll want to adjust your style based on what is likely to be most persuasive to those key stakeholders, which you’ll ideally determine by consulting with peers, managers, and others that have prior experience working with the decision makers.