The Seven Questions Every Game-Changing Idea Must Answer
How to know which ideas to fund—and which to let go
Here’s the hard truth: most businesses waste time and money on ideas that sound amazing in the boardroom but flop in the real world. Why? Because we fall for big ideas without asking the right questions.
That’s how great teams get stuck chasing bad bets.
But what if you had a foolproof way to evaluate every idea—a way so clear that you’d never waste a dollar on the wrong one again?
Let me explain.
The Million-Dollar Mistake That Could Have Been Avoided
A few years ago, a major retailer (let’s call them “TrendCo”) tried to jump into the subscription box trend. The idea seemed perfect: recurring revenue, personalized products, and a shiny new way to compete with startups.
Leadership bought the pitch and threw $10 million into building it.
The result? A complete flop.
Customers weren’t interested, delivery delays ruined trust, and costs spiraled out of control. After two painful years, TrendCo shut it down and quietly moved on.
What went wrong?
They skipped the seven questions—and the order matters.
Why Good Ideas Go Bad
Today, every business is under pressure to innovate faster, smarter, and cheaper. But the reality is brutal:
Innovation is expensive. You can’t afford to guess.
The rules are changing. What worked yesterday won’t work tomorrow.
Most companies rely on gut instinct, enthusiasm, or whoever shouts the loudest in meetings to decide which ideas get funded. The problem? Without a system to test ideas, it’s a roll of the dice. And in today’s market, one wrong bet can sink you.
The Seven Questions That Separate Winners from the Rest
Before you back any idea—big or small—it needs to pass these seven critical tests:
Does it fit our strategy? Does this idea align with our goals and direction? If it doesn’t, stop now—no matter how exciting it looks.
Does it fit our portfolio? Will this idea strengthen what we already do, or will it create unnecessary complexity? If it doesn’t fit, it’s not worth the headache.
Is there real demand? Are people asking for this? Does it solve a specific, urgent problem? If not, why would they care?
Can we realistically do it? Do we have the resources, time, and talent to pull this off? If it’s beyond your capabilities, don’t fool yourself.
Is it worth the effort? Will the payoff justify the effort, time, and cost? If the numbers don’t add up, move on.
What’s the affordable loss? If it flops, can we absorb the hit? If the answer is “no,” don’t take the risk.
Does it create future opportunities? Will this idea give us new options, like scalability or competitive advantage? If not, it’s a dead end.
Why TrendCo Failed
If TrendCo had followed this framework—and stuck to the rule of answering “Yes” in order—they would’ve saved millions. Here’s how they would’ve stopped themselves:
Strategy Fit: The subscription box didn’t align with their focus on affordable fashion.
Portfolio Fit: It distracted them from their thriving e-commerce business and stretched their resources thin.
Demand: Customers didn’t want subscription boxes—they wanted faster delivery.
Doability: TrendCo lacked the logistics expertise to execute it well.
They wouldn’t have even made it to “Is it worth it?”—saving time, money, and frustration.
How to Start Making Smarter Decisions
Here’s how you can apply the seven questions to every idea starting today:
1. Use the “Yes-Only” Rule
Commit to answering each question in order. If you get a “No” at any step, don’t move on. It’s not ready.
2. Start Small
Before fully committing, run a low-cost test to validate demand or feasibility. Prototypes, pilots, and pop-ups are your best friends. Learn fast and cheap.
3. Define the Loss You Can Afford
Decide upfront how much risk you’re willing to take. If the idea fails, you should be able to walk away with lessons—not regrets.
Why This Approach Works
Most businesses lose money because they bet on ideas before truly understanding them. The seven questions flip the script. They force you to slow down, think clearly, and make better bets.
So, the next time someone pitches the “next big thing,” ask yourself: Will it pass the Super 7 criteria?
If not, don’t move forward. Because in business, it’s not the idea you love that wins—it’s the one that works.
Watch our masterclass on Smart Innovation with the Super 7 Criteria.