Bad news isn’t wine. It doesn’t improve with age.”

Selling ideas is an important part of getting things done. However often we skim over important details particularly bad news or negative insight we think will sully the positive.

American Express OPEN Forum has a handful of tips to consider.

Here’s one worth considering:

Deliver bad news upfront.

If you are delivering bad news to an executive audience, don’t waste time in preambles. As Colin Powell put it: “Bad news isn’t wine. It doesn’t improve with age.” When an audience hears bad news in midstream, it can have a negative emotional effect: The audience can feel that they have been set up, and no one likes to be caught by surprise. Get to the point quickly. Follow up with a recommended solution.