The Big Themes:

• Bob poses the challenge: “My CFO is a real hard ass, and I think he or she is gonna really put me through the ringer. How do I turn her/him into a passionate advocate?”

• On big projects, you have to put your best people on top. Assigning an average person to lead a project you are calling “essential” is a sure sign you’re not fully committed.

• An emotional appeal and an aspirational appeal to the CEO and the CFO: Help *me* help *you* make the company better! It has to be personal as well as data-driven.

• There's always going to be some bumps in the road. But if you have the right framework in place, you’re going to avoid those unexpected twists and turns.

The Big Quote:

“It's not even just getting at parity, you want to do something that's truly groundbreaking.”

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