Companies trying to innovate tend to spend a lot of time generating ideas: Brainstorming sessions. Contests. Jams. This can be a huge waste of resources. In fact, most companies have no trouble generating great ideas. But very few are adept at the other steps in the innovation process: picking the right idea, expressing enthusiasm, and executing. So these post-idea stages are what companies should focus on. If they do, their success rates should improve as a result.