Ideation or prioritization? Imagine you had a choice of being really good at one, but not the other. You could be a master at creating ideas, or you could excel at selecting winning ideas, but not both. Which would you choose? Two things intrigue me about this trade-off. First, companies spend too much time and energy prioritizing ideas and not enough on creating ideas. Second, the innovation space seems to demand a completely different set of tools and techniques for selecting ideas than the tools and techniques used for making other business decisions. In reality, there is no difference. The tools used to make everyday business decisions should be the same ones used to prioritize ideas.