1. Define the evaluation criteria

Use these to make the initial cull. Chuck out any suggestions that don’t meet them, however appealing they sound. 

2. Be sure of the benefits

Know the audience and be clear about why this is something that they will want or need, rather than why you would want it if you were in their situation.

3. Immerse yourself in the outcome

Imagine that you’ve done the work and your idea has come to fruition. How will the client know about it, what will they experience, what will they like about your invention and what will they wish was different?

4. Find support

Get colleagues to give their views early on. Once they’ve been involved they’re far more likely to support you later on. And see criticism as free insight to expand on the original concept.

5. Embrace

Entrepreneurs succeed by adapting their initial ideas in light of what goes wrong. As the Dalai Lama said: ‘not getting what you want is sometimes a wonderful stroke of luck.’

6. Work out what it will take to make it happen

The devil is not just in the detail but in the whole implementation. Map out what needs to happen and how much effort it will take to get from alpha to omega.

7. Pilot the idea

Make a prototype and trial it. The magic of innovation comes as much with constant testing and evolution as the initial spark of genius.

8. Plan the pitch

Prepare how to present the idea in a way that engages, excites and convinces the audience. Start with the benefits and be clear what support you’re asking for. It’s a lot of time wasted to get this far only to sell it poorly.

9. Think about life after launch

Consider what will keep the momentum once the initial thrill has died down.

10. Let go

However brilliant your idea is, it may be the wrong time or the wrong place. If no-one else is interested, then park it and come back another year.