Yes you read that right. Stop brainstorming and start executing. Best of the ideas are worthless if they are not executed. Sadly a lot companies spend a fortune of time and money on brainstorming for ideas but fail to put in similar effort on executing it.
Derek explains this concept quite nicely in his awesome book
AWFUL IDEA = -1
WEAK IDEA = 1
SO-SO IDEA= 5
GOOD IDEA =10
GREAT IDEA= 15
BRILLIANT IDEA = 20
NO EXECUTION = $1
WEAK EXECUTION = $1000
SO-SO EXECUTION = $10000
GOOD EXECUTION = $100000
GREAT EXECUTION = $1000000
BRILLIANT EXECUTION = $100000000
To make good business you need to multiply the two components.
The most brilliant idea with no execution is worth $20.
So next time you decide to have a brainstorming session rethink this.
Why not have a execution meeting?
Why not create a culture and reward people for executing them?
IDEAS with no execution are just dream.
I leave you with a great video snapshot from the book