There are ideas that easily gather supporters and there are those that never gain the desired traction. Sometimes saleable ideas are not the brightest ones and even bring harm. Some ideas are too great for their time. What is it that makes an idea saleable in political and
government communications? How is that different from marketing techniques in the commercial world? Drawing from case studies, we will discuss the key criteria that make an idea likely to succeed in our complex contemporary information environment, where trust in
institutions is low and contending voices abound.