This is a proposed session for ProductCamp St. Louis (http://productcampstlouis.org/); Saturday, April 21, 2012. For a product manager (or entrepreneur), the business case (or business plan) is the opportunity to present the rationale for why a particular product or investment is worthwhile. It is the time to put your best foot forward to get support for your initiative from internal stakeholders or potential investors. Unfortunately, many business cases are just plain lousy. To the author, the initiative is a no-brainer; to the readers and audience, well, they wouldn't disagree with the "no-brainer" label, they just would apply that to the author/presenter rather than the product opportunity. This session will discuss why a lot of business cases just plain suck -- why something that's a great idea in your head doesn't resonate with others -- and offer specific suggestions for product managers and entrepreneurs to better prepare and present their business cases.