His third point really struck me [I've changed the wording a bit for context]:
The client refuses to ‘do’ your idea, because you / they have never tried it before, and it’s unproven.
But let’s face it: the problem isn’t that the client is risk averse.
It’s just that you haven’t persuaded them that the idea’s good enough.
Or worse, they think it is a good idea, but they don’t trust you enough to do it without screwing it up.
The list summarises many questions we should ask ourselves on a daily basis.
Go read the rest of it here.