Ideation vs. Prioritization

Companies spend too much time and energy prioritizing ideas and not enough on creating ideas. However, selecting the best idea to pursue is not an innovation issue; it belongs to the behavioral decision sciences. Using the same tools employed to make everyday business decisions is essential when deciding which idea to pursue. Executives tend to sweat more over selecting ideas than generating them, as choosing an idea carries risk and obligation to spend. Instead, put the emphasis on generating many great ideas and use well-established science to prioritize innovations.