Innovation Rules of Thumb: Know Thy Client

Coming up with big ideas is the easy part.

As an innovator, ideas are like popcorn—put a little heat on, and they start popping. One idea after another, each with potential. But no matter how brilliant the idea, nothing happens in a vacuum. If you want to bring an idea to life inside a corporate landscape, you need people. You need partners. You need clients.

And here’s the twist: the biggest, boldest, most lucrative idea isn’t always the right one to pursue.

The Traditional Play: Match the Idea to the Client

Let’s say you come up with a killer concept—something you believe could be a billion-dollar game-changer. Your first instinct might be to think, "This is perfect for Client X!" Maybe they have the budget, the reach, the appetite for scale. You get excited. You pitch it. But then reality hits. They’re skeptical. Resistant. You don’t have that kind of trust built up. And suddenly, you’re grinding against the gears of corporate inertia.

Sound familiar?

This is what I’d call the business-first approach to innovation. It makes sense on paper—more revenue equals more success. It’s the stuff of slide decks and sales guys in sharp suits slapping backs and talking ROI. But here’s the truth:

The biggest ideas can create the biggest pain.

Why? Because people are self-interested. They fear change. They only engage if it makes sense for them. Which is why the rule of thumb KNOW THY CLIENT is so essential.

If you start by picking the wrong partner—even if the idea is brilliant—you're fighting an uphill battle. And in the innovation game, that often means the idea dies before it even gets a chance.

Flip the Script: Match the Client to the Idea

Here’s the shift: instead of choosing your best idea and trying to find a client, choose your best client and match an idea to them.

The difference is subtle, but powerful. It’s not about lowering your ambitions—it's about increasing your odds of success. That means working with someone you trust, someone you connect with, someone who’s proven they can move with you.

Think about it this way:

A $100M idea with a partner you trust beats a $1B idea with someone who’s unreliable every time.

It might sound counterintuitive. Shouldn’t we always go after the biggest opportunity? Maybe in theory. But in practice? The innovation game isn’t just about value—it’s about traction. You only get there by teaming up with the right people.

People Make or Break Innovation

Innovation isn’t about the merit of an idea. It’s about what the right people believe about that idea. Companies don’t innovate—people do. And that means trust is everything.

Trust is the oil that keeps the innovation engine moving. Without it, even the most exciting ideas stall out. With it, you move faster, smoother, better.

So before you pitch, before you build, before you chase that shiny new thing—ask yourself:

• Do I trust this person?

• Have we succeeded together before?

• Do we speak the same language when it comes to making things happen?

  
  

Because when the heat’s on, and the pressure’s high, it won’t be your idea that saves you. It’ll be your partner.

Know Your Style, Know Your Client

Everyone has a unique innovation style. Maybe you’re a fast mover, or someone who likes to build consensus. Maybe you like to prototype quickly, or prefer to think through every angle first.

Whatever your style is—own it. And find clients who vibe with how you work. Not everyone will. That’s okay. You don’t need everyone. You just need the right ones.

Innovation is messy. It’s risky. It’s personal. And success is less about betting on the biggest idea, and more about betting on the right person to help make it real.

So next time you’ve got a pot full of popping kernels?

Don’t chase the biggest pop.

Chase the one you can season just right—with a partner you trust.

Because that’s the one people remember.