You have an idea-a really big idea. It could be for a new product. Or a new service. It even might be for a new way of doing business. The specifics don't matter. It's going be huge and make someone millions, maybe billions of dollars. The day comes when you are ready to share your big idea, so you meet with the partners you believe should be most excited about it.

They pass.

We know why you have failed to inspire them. It's probably not the reason you think. Sure, they may say they already tried the idea in the past or that it's too expensive. They may say they don't understand the concept or that their customers won't get it. They may even say they just don't like it.

Our experience tells us that these excuses are actually symptoms that your process was wrong. You see, they're rejecting your idea because it isn't their idea. And it isn't their idea because you neglected to invite them to take part in the innovation process.

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