Here’s a simple matrix to help evaluate big ideas. Plot the strength of an idea along the x-axis against the quality of execution on the y-axis. Try it yourself with this year’s Super Bowl commercials. Advertisers pay upwards of $2 million for a 30-second slot, so you would expect them all to be in the top right. You might be surprised! A slick production and a celebrity cannot make up for the absence of a good idea. Only the ads in the top right quadrant deserve to lift the trophy in my view.