I would say the first is to try to generate ideas that are truly radical. Companies can no longer hope to significantly grow revenues by coming up with a slightly improved version of the same old thing and then selling it to the same old customers through the same old channels in the same old way. I consider an idea to be truly radical if it has the power to dramatically reset customer expectations and behaviors; or to change the basis for competitive advantage; or to change industry economics in some significant way.
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