When introducing prospective clients to our innovation project and Ideation workshop solutions, one response I hear from executives and managers time and again is: “It’s not that we don’t have enough ideas. The problem is that we’re poor at implementing them.” 

On the surface, this seems like a valid observation and grievance — after all, executing an idea often requires prolonged effort, coordination of activities, and resources. But is the key to producing meaningful innovation results really that simple? Is this really the whole story? For me, this argument is a false belief that I call the Idea Implementation Myth. Let’s dive deeper into the real issues that often go unnoticed.

The surface problem: Execution is indeed tough

Let’s face it: implementing an idea is hard work. It takes time, persistence, and a committed team to transform an idea into a tangible innovation deliverable: a new product that you ship, a new service you launch, or a new customer experience you stage, to name but a few. 

You need to secure budgets or funding for the implementation project, convince the right people with critical know-how to join the team and keep them motivated over a prolonged period to tackle the obstacles, resistance, and setbacks that inevitably come along the way. As an idea originator or implementation project manager, securing these resources and aligning the team with your goals can feel daunting.

But here’s the thing: I argue that while challenging, execution is not the root cause of why so many ideas fall by the wayside. If implementation were truly the problem, wouldn’t companies that claim to have “plenty of ideas” be able to solve it by simply allocating more resources or hiring more people? Wouldn’t many more companies regularly release groundbreaking innovations into the market in every industry and category? 

The real problem: Mediocre ideas lack energy

The harsh reality is that many organizations fail to successfully implement ideas because many of those ideas simply aren’t good enough to spark the passion, energy, and commitment needed to see them through.

So, here's the real issue: If an idea isn’t compelling, most people won’t feel motivated to invest their time, effort, or money to bring it to life. Sure, the idea may be good — maybe look even great on paper — but is it truly extraordinary? Does it have the kind of "wow" factor that makes people want to jump out of bed in the morning and work on it with enthusiasm?

In most cases, the answer is no. Many ideas generated in organizations are incremental, maybe evolutionary at best. They might improve upon something that already exists or align with what’s common in the industry. These types of ideas are often good, but they’re not transformational. They’re not jaw-dropping ideas that make people instantly say “Wow!” — and without that wow factor, why should anyone willingly go the extra mile to implement them?

Groundbreaking ideas that drive true innovation — the ones that disrupt industries and transform businesses — often seem far-fetched at first. But when you figure out how to keep the intriguing element of a crazy idea and overcome its mitigating aspects, people quickly see its enormous value and want to realize it. Then, when pursued with passion during the implementation phase, they have the power to change the world. As Elon Musk famously said, “Good ideas are always crazy until they’re not.”

“To get a great idea, come up with lots of them.”

— Thomas Edison

The animating power of a wow idea

So, what’s different when you develop a truly extraordinary idea (as compared to an ordinary one)? Such a Wow idea grabs your attention the moment you think of it. It instantly makes you excited about its potential and makes you say, “Wow, that’s it.” (Sometimes, it even gives you goosebumps at that moment). You can clearly envision the idea coming alive: managers and team members rallying behind it, a new value proposition eventually entering the market, and customers (and yourself) interacting with it and enjoying its benefits.

For example, when I enjoyed the decisive Wow moment for X-IDEA (i.e., the sudden realization that intuitively, I had added a second creative stage (Development) to Ideation), I wanted to develop it into a new creative process method because I was convinced it can help clients to move from ordinary to extraordinary ideas, and because I wanted to use it myself. Likewise, when the image of the TIPS profiling map popped up in my head, I said, “Wow!” and instantly committed to creating a new talent & innovator profiling method. Its potential to improve the people side of talent management and innovation was immediately clear to me, so I just had to bring this to life!

When you have a wow idea, everything changes. Suddenly, implementation is no longer a burden or chore. It becomes something you want to do. You don’t wait for someone to allocate a budget. You’re ready to start working on the idea immediately, even if it means experimenting with your own resources. You might even pitch in your own money to test or prototype the idea because you believe in its value.

Think of James Dyson, who spent over 20 years perfecting his revolutionary vacuum cleaner. He didn’t stop because the implementation was difficult, and he even put a mortgage on his house to secure the bank loans needed to fund his business. He persevered because he was deeply passionate about his cause and believed in the wow factor of his idea. Similarly, Thomas Edison famously tested thousands of prototypes before finally creating a scalable version of the incandescent lightbulb. His unwavering belief in the wow factor of his idea kept him going, even when the odds were against him.

“Good ideas come from bad ideas, but only if there are enough of them.” 

— Seth Godin

Passion intrinsically motivates and drives implementation

So, what’s the pivotal insight from all of this for managers and executives? The real challenge isn’t getting your team to implement more of your ideas. It’s giving them —or, even better, empowering them to come up with– wow ideas that ignite their inner drive.

People who are passionate about an idea will go to extraordinary lengths to make it happen. They will work beyond normal hours, overcome setbacks, and push through challenges because they love the idea. It’s not just a task on their to-do list; it’s a mission they believe in. That’s the level of commitment and determination that comes from working on implementing a wow idea that people feel is worth fighting for. 

When an innovation project team is working on a truly innovative, exciting idea, its members don’t just execute it — they pour their heart and soul into it. They push through obstacles, learn from mistakes, and find creative ways to make the idea a reality. That’s the difference between working on a mediocre idea and a wow idea.

So what? Stop falling for the idea implementation myth

The American Nobel Prize-winning biochemist Linus Pauling wisely said, “The best way to have a good idea is to have a lot of ideas.” The more ideas you generate, the more likely you’ll stumble upon one with that extraordinary wow factor. Using the right creative process method with an integrated toolbox of the right thinking tools and creativity techniques will not only allow you to come up with a lot of ideas but also to find the best concepts, the ones that truly excite your team.

If you’re an executive or manager, then please stop buying into the idea implementation myth. The real issue isn’t that teams are poor at execution; it’s that the ideas they’re being asked to execute aren’t good enough in the first place. If you want your team to be excited about implementation, focus on empowering them to generate better ideas — ideas that have the wow factor. Here are some ways to do that:

• Use a proven creative process like X-IDEA (with its two distinct creative stages, Ideation and Development) to guide your team through the journey of coming up with extraordinary ideas in an innovation project workshop.
• Learn Advanced Creativity Techniques: Unlock the mindsets and techniques that geniuses and top creative business leaders use to spark breakthrough ideas. Our Genius Journey method helps teams tap into their inner creativity and generate wow ideas that are worth pursuing.
• Contact us today to learn more about our X-IDEA innovation project workshops or our Genius Journey programs of advanced creativity and creative leadership.

© Dr. Detlef Reis 2024.