I READ THIS ARTICLE FROM SMART DESIGN’S WEBSITE ON CREATING GREAT IDEAS. THE PROBLEM IS THAT ONCE A COMPANY FINDS AN IDEA THEY WANT TO “ROLL” WITH, THEY GO AND INVEST SO MUCH MONEY INTO ELABORATING ON THAT IDEA THAT WHEN IT COMES DOWN TO EXECUTING IT INTO THE BUSINESS STRATEGY, IT IS NO LONGER COST EFFICIENT. THE ARTICLE WHICH YOU CAN READ HERE, USES A DIAGRAM I HAVE SHOWN ABOVE. THEY CALL IT THE PIPELINE PARADOX. IT SHOWS HOW IDEAS START AT THE LARGE END OF THE FUNNEL AND GET FILTERED DOWN THE SMALLER END. BUT BY THE TIME THEY REACH THE SMALL END THERE IS SO MUCH “GUNK” MONEY AND PEOPLE INVESTED INTO IT, THAT IT COUDN’T PUSH ITSELF OUT EVEN IF IT WANTED TO. IT REINFORCES WHAT I HAVE LEARNED LAST YEAR IN THE BTAD PROGRAM. ESPECIALLY WHEN DISCUSSING CREATIVITY AND MAKING TOUGH DECISIONS. LIKE WHAT IDEA IS GOOD AND WHAT IS NOT WORTH THE TIME AND ENERGY.
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