Rosenbluth, H.
(1994).
The Customer Comes Second.
"Everybody has ideas, some better than others. But they live in people's minds. They need to be brought out, refined, tested, and implemented. Ideas are the lifeblood of a company. The weave the fabric of its future, but they're fragile.
"Ideas come to the curious—those who ask, "What would improve our lives?" But ideas have to be nurtured and cultivated. The stifling of ideas starts when we're young and told, "Just do it and don't ask why," or "That's just the way it is." Creativity and innovation aren't emphasized enough in our schools, homes, or professional lives, but people who seek these gifts can and will find them in the right environment." (p. 156)
McCormack, M. H.
(2001).
Never Wrestle with a Pig: and ninety other ideas to build your business and career.
"I've always taken some comfort in the belief that the stronger an idea is, the harder it is to steal.
That's because the best ideas, by definition, are so original and unique that they cannot survive without their creator. He or she is the only one who understands the concept fully, who can execute it up to its full potential, and who has a personal stake in keeping the concept going despite all the obstacles." (p. 92)