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The ability to be succinct can make or break an idea.
But how short is too short? How long is too long?
Markus Reitzig of London Business School says this about submitting innovation ideas:
The optimal word length in the company I studied was about 250 words; other organizations will have different norms. The fact is, the lower-level managers who screen proposals are busy and have short attention spans. A proposal that is too long may be eliminated from further consideration irrespective of the potential merit of the idea; a long and turgid proposal frequently suffers from lack of focus. However, a skimpy proposal may also be an indication that the submission is in fact insufficiently thought through and fails to answer the basic questions.
Tone is also important. Reitzig says that highlighting an idea’s upside — as opposed to focusing on the problem it will mitigate — gives it a better chance of receiving further consideration.
He gives this example: “You can say (1) that an idea makes $1 million more per year for the company; or (2) that the company has a problem, which unless fixed will cost the company $1 million per year. The first statement is positively worded. Chances are, it will pass the selection. The second one, saying exactly the same thing in terms of content, stands a worse chance because it is not framed positively.”