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In this tutorial by Devon Dean, the content director at ProjectManager.com, the focus is on how to effectively sell a project through a project proposal. A crucial point highlighted is that people primarily buy from other people; thus, the proposal should not be viewed as a standalone document. Success in securing funding and resources hinges on prior communication and interactions with decision-makers. Dean emphasizes the importance of active lobbying by the project team, sponsors, and champions, suggesting that these engagements are essential for refining the proposal and increasing its chances of acceptance within the organization.