What Makes an Idea Worth Pursuing
I’ve started four companies in my career.
Some were deeply personal—like the spice company my husband and I built to help busy people like us cook healthy, global meals in under 30 minutes. Others were more strategic—like our creative studio, Similar Blue, that served as the foundation for nearly two decades of brand and business-building work.
All of them had traction. All of them had a story. And none of them were failures.
But only one of them became a long-term, sustainable business that felt truly aligned with the life I wanted to lead.
That’s not because the others weren’t good ideas. They were. But a good idea isn’t the same as a good business. And it took me a while to learn the difference.
Not Every Idea Deserves to Be a Business
If you’re an idea person—especially one with an entrepreneurial streak—you probably have a running list of things you could start, build, or offer.
It’s a gift. But it can also be a trap.
Because the moment an idea lights you up, it can feel like a calling. Like something you have to act on. Like something that must become real. But not every spark needs to become a fire. And not every idea needs to be pursued.
Some ideas are worth pursuing just for the joy or creative energy they bring. Others are better off staying on the shelf, filed under “not right now.” The trick is learning to tell the difference—not based on how excited you feel, but based on how it fits into the bigger picture of your goals, your capacity, and the people you want to serve.
Just Because You Build It… Doesn’t Mean They’ll Come
There’s another piece most people miss:
Excitement doesn’t equal demand.
You might have an idea you love—but have you tested whether it solves a real, painful problem for someone else? Have you talked to the people you want to serve? Do they care about it? Would they pay for it?
One of the most common missteps I see—especially with first-time founders—is starting with the solution instead of the problem. Falling in love with the concept before validating the need. If no one’s asking for it, and no one’s struggling without it, building it won’t be enough. You’ll pour in time, money, and energy—and wonder why it’s not landing.
Before you invest, get honest:
What problem am I solving?
For whom?
Why now?
Even Great Ideas Come with Tradeoffs
And then there’s the final, often overlooked question:
What will this actually require from me?
You might be solving a real problem. You might be uniquely equipped to solve it. But do you have—or want to make—the capacity to do it well? Because even great ideas come with tradeoffs. Time. Money. Energy. Sacrifice. The pressure to scale. The stress of being the one responsible. There’s no shame in saying, “This is a great idea… but I’m not ready for it.” Or “It’s not worth what I’d have to give up.” That’s not quitting. That’s strategy.
So… What Is Worth Pursuing?
In my experience, the ideas worth pursuing share a few key traits:
They solve a clear, meaningful problem
They align with your values, your strengths, and your capacity
They energize you for the long haul—not just in the early stages
They pass the “what’s it really going to take” test
When you find that combination—problem, alignment, and sustainability—you’ve got more than an idea. Because ideas are easy. Pursuing the right one, at the right time, in the right way? That’s where the real work, and the real clarity, comes in.
Reflection Prompt
What’s one idea you’ve held onto that felt exciting at first—but after you sat with it, lost its luster? Why?
Mini Exercise: The Idea Filter
Take a current idea you’re considering. Then answer:
What problem does this actually solve…for someone else?
Who needs this most…and how badly?
What would it realistically take to make this successful (time, money, energy, tradeoffs)?
And most importantly: Do I want to give it what it needs?
If your answers feel clear, aligned, and energizing—you might be onto something. If they don’t, that’s data too.
If you’re sitting on an idea and unsure whether to run with it, I’d be glad to help you think it through. A focused conversation can help you get clear on what’s viable, what’s aligned—and what’s better left on the shelf. Let’s talk!
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