This analogy and article are perhaps the best I've heard on the subject because its a metaphor that the ideas people in my life can actually understand.
The metaphor doesn't fret about engineering time, or how simple programming might look but how hard it really is. Ideas people can't relate to those rebuttals anyway.
Instead it brings a very concrete example that almost all humans can understand right away. You want to understand the difference execution makes in an idea? There's a difference between a 9 dollar steak and a 200 dollar steak and its not just the meat, and lots of people understand that. And so I'm going to forward this to a certain ten people in my life.