Our research indicates that R&D executives are frequently disappointed in their ideation exercises. R&D executives commonly complain that ideas aren’t actionable, aren’t relevant, or aren’t economical. They also complain that ideas are insular, vague, or unscalable. Ultimately, it would appear that good ideas are hard to find. Our research indicates that it generally takes 3,000 ideas to generate one commercial success. That’s a lot of time, money, and energy to invest only to meet frustration.