What makes some ideas successful?

Why do some ideas flourish while others dwindle and fade?

Even in creative environments where ideas are touted as being valuable yet volatile and in need of nurturing they are often rejected on a whim. What makes some ideas hard to accept while others are jumped on immediately?

After asking myself these same questions for more than a decade, I stumbled on a recent study around the methods of innovation. In it, researchers define a single compelling method for doing the most effective creative work:

High-impact work is the result of mixing conventional ideas with a touch of novel ones.

In a lot of ways this approach makes a tremendous amount of sense.

By starting with the foundation of established conventions, ideas are easier to absorb and communicate; people are better able to understand and embrace a concept they are at least somewhat familiar with.

Originally written for Inc here: Science explains why some ideas flop while others flourish