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Perhaps not "all", but it's important. Sure it's an old article, but good, and worth revisiting. It's also the consistently hardest part for so many people to come to terms with: "But my work is good!" Yes, but if you can't present it...

Steak on a garbage can lid, to paraphrase Cliff Huxtable, is never appetizing.

Not only is it important that the work be good it's important that people have time to listen, like sometime other than when they're late to work. Geesh.