In Episode 29, we dive into the challenges of pitching ideas and convincing partners or donors to adopt and act upon them. Even if you have a brilliant idea, selling it can be trickier than selling a product or service. This is where the market systems development (MSD) approach comes in. Despite the progress in applying and generating relevant practices and evidence, there are several misperceptions about the approach, partly due to the way it is communicated. This episode features a special conversation with Masha Scholl, Coordinator for International Communications at Helvetas; Nasir Ahmed, Chief Technical Officer at the AIP-PRISMA program in Indonesia; and Sarah Bove, Program Director for Women IN Business, an MSD program of the Swedish International Development Cooperation Agency (Sida) implemented in partnership with TechnoServe.