Ideas. We all fall in love with them. And usually ours are the BEST.

So…how do you know which ideas are really worth pursuing?

You don’t.

But here’s an exercise I recommend to increase your success rate.

Instead of coming to the table with the launch set and asking people to poke holes, I like to start the other way…

“We aren’t going to develop this product. Now, convince me that we should.”

This way you get the team fighting for it. Plus, you discover the strongest benefits and can use them to build the launch and marketing strategy.