At the center of every significant innovation is always an idea. Clarence Birdseye’s idea about freezing fish revolutionized the food industry and American diets. Charles Schwab’s idea about flat commissions changed investing forever. Steve Jobs idea about creating a device that could hold 1000 songs in your pocket turned around Apple’s fortunes.
Yet we shouldn’t confuse a great idea with where it came from. Truly useful ideas don’t arise from out of the ether or through fancy techniques like brainstorming or divergent thinking. The best ideas come in response to an important problem and thrive under constraints.