seems logical, overall popularity 18. Effectiveness when gauged by users is also ranked very low. at #15. with a poor effectiveness rating of 4.9 out of 10 The argument here is that you can bet that somewhere today there is a scientist or designer with the great next new product in your industry. The trouble is, he or she probably does not work for you, but is employed in a small or startup firm. Indeed, the track record of large and dominant firms in commercializing breakthrough innovations in most industries has been dismal while the true innovations have come from newer or smaller firms.The challenge is that there are hundreds, perhaps thousands, of wish, smaller enterprises that could be sources here and accessing and vetting all the potential sources is no small task. The method is neither popular nor viewed as particularly effective, and it is dead center in the lower left (undesirable) quadrant of the magic ideation quadrant diagram.