If your idea is neither groundbraking nor lucrative, it’s not an idea. Ideas who appear to be very lucrative are often copies of exisiting, lucrative ideas. Take Motorola’s 1996 „StarTAC“ clam-shell. How did everyone in the market react? They copied this idea, even Nokia did. Ideas that seem far out are what we often call „the best idea“. Ideas you fall in love with. When studying with the Kaospilots (www.kaospilot.dk) we were given the task to re-brand the danish City of Aarhus. The City is known as the City of Women (they have the only exisiting Women Museum, their girls are known as the most beautiful in the whole of Denmark etc) Our idea: in Europe all pedestrian traffic lights have small green/red men to indicate WALK/NOT WALK. We wanted to exchange the men with green/red women. Aarhus said: great, but too expensive. So what is an exemple for „the right idea“? An idea that is lucrative for the market and groundbreaking? Like Radiohead’s idea to give away their latest album „Rainbow“ for whatever you are willing to pay. They ended up with more money than they would have earned selling the CD in stores.