Starting something new or significantly changing a business model to achieve breakthrough growth can be a daunting undertaking particularly if you have never done it before. Similarly, if you need to continue running your current business at the same time as setting up a new venture the strain is significant. Putting together a clear investment case for such projects in an unemotional and rational manner can have a significant impact on the success of the project. That can, however, be a significant challenge as human nature can cause the people involved to be emotionally attached to their ideas, whether good or bad, and ultimately hinder the project.