If They Ask for Faster Horses, Don’t Bring a Car (Yet): Why Great Ideas Get Rejected and How to Build Belief First
Henry Ford famously said:
“If I had asked people what they wanted, they would have said faster horses.”
That quote gets thrown around a lot in innovation circles—usually to celebrate bold thinking.
But the truth Ford doesn’t get enough credit for:
He didn’t just build a car. He built belief in a car.
And that’s what most eager pitchers miss.
You might have the car.
But if they’re still asking for horses—you’ll never get the yes.
Your Pitch Isn’t Just About the Idea. It’s About the Readiness.
A great idea can fail to get off the ground for one simple reason:
Either you’re not ready to pitch—
or they’re not ready to buy.
In missionary pitching, timing is key.
Too many people try to land an idea, when really they should be trying to seed belief—in soil that’s fertile.
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What Happens When You Pitch a Car to People Who Only Know Horses
Great ideas often sound unfamiliar.
They require effort to understand.
And most rooms won’t put in the effort.
If they have to work too hard, they won’t back it—no matter how visionary it is.
That’s where missionary pitchers stand apart.
They don’t try to win with force.
They win with fit.
Belief Can’t Bloom in Barren Ground
Pitching too early—before the room is ready—costs you more than just a no:
It creates doubt: “This feels risky and out of reach.”
It burns trust: “This is their agenda, not ours.”
It wastes energy: “Why won’t they get it?”
When missionary pitchers sense resistance, they don’t push harder.
They step back and ask: Is the room ready for the shift I’m asking them to make?
How to Know if Your Audience Is Still Asking for Horses
Ask Yourself:
Are they feeling the pain?
Are they feeling the urgency?
Are they empowered to act?
If any one of these is missing, you’re offering a car to someone who still believes horses are the only way forward.
4 Signs They’re Not Ready for the Car—And What to Do Instead
1. They Don’t Feel the Tension (Yet)
Mercenary Pitchers rush into the features.
“Here’s the horsepower. Here’s the dashboard.”
But if they’re not frustrated by the limits of their horse…
They won’t care about the specs of your car.
Missionary Pitchers start in the pain.
“You’ve said you’re spending too much time on the road. What if we could collapse that in half?”
2. They Don’t Have the Authority (Yet)
Mercenary Pitchers pitch for the yes—
Even if the person in the room can’t say it.
Missionary Pitchers pitch for portability.
They craft messages people can carry upstairs.
“If this resonates with you, how would you pitch it internally?”
3. There’s a Bigger Battle They’re Fighting
Mercenary Pitchers try to insert their car into a horse-racing agenda.
Missionary Pitchers align the pitch to the current fight.
“This doesn’t replace your horse—it helps you reach more customers than you could before.”
4. The Risk Feels Vague but Heavy
Mercenary Pitchers gloss over fear.
“Trust us—it’ll be worth it.”
Missionary Pitchers de-risk the yes.
“Here’s what the shift will actually cost—and how we’ll help you through it.”
TL;DR – Stop Trying to Sell the Car Too Soon
Don’t just build the idea—build the belief
Test for tension, timing, traction, trust
Don’t push the shift—seed it
Because great pitches don’t just land.
They take root.
And missionary pitchers?
They know belief has to be built not forced.