I think the article is arguing that if you build the relationship, you can involve yourself into these conversations early enough to direct them the way that your idea would go. In your cases, for example:
1. Recognizing early enough that this Hot New Thing incentive is here and figuring out how your Good New Thing can live with the Hot New Thing
2. Helping show the Old Bad Thing is unworkable for your Good New Thing
3. Understanding that the org cares about New Buzzword and framing your work under those pretenses.
1. Recognizing early enough that this Hot New Thing incentive is here and figuring out how your Good New Thing can live with the Hot New Thing
2. Helping show the Old Bad Thing is unworkable for your Good New Thing
3. Understanding that the org cares about New Buzzword and framing your work under those pretenses.