--- title: Steve Jobs on Why Ideas are Cheap description: Explore why Steve Jobs believed that ideas are cheap and what's the real key to innovation and growth. --- [Skip to content](https://www.growth-arc.com/articles/jobs-ideas#main-content) [![GA_Web+Logo-01](https://www.growth-arc.com/hubfs/GA_Web+Logo-01.png)](https://www.growth-arc.com) - [Home](https://www.growth-arc.com) - Consulting - [Sales & Marketing](https://www.growth-arc.com/commercial-excellence) - [Innovation](https://www.growth-arc.com/innovation) - [Strategy](https://www.growth-arc.com/strategy) - [Case Studies](https://www.growth-arc.com/cases) - Executive Coaching - 1 on 1 Coaching - [Group Mastermind](https://www.growth-arc.com/breakthrough) - [Exec Roundtable](https://www.growth-arc.com/roundtable) - [Articles](https://www.growth-arc.com/articles/tag/executive-development) - About - [Results](https://www.growth-arc.com/clients-results) - [Case Studies](https://www.growth-arc.com/cases) - [Our Firm](https://www.growth-arc.com/about) - [Contact](https://www.growth-arc.com/contact-us) - Newsletter - [Subscribe](https://www.growth-arc.com/subscribe) - [Business Growth](https://www.growth-arc.com/articles/tag/business-growth) - [Exec Career](https://www.growth-arc.com/articles/tag/executive-development) - [Roundtable](https://www.growth-arc.com/roundtable) Search Growth Arc - There are no suggestions because the search field is empty. # Steve Jobs on Why Ideas are Cheap [Kendall Justiniano](https://www.growth-arc.com/articles/author/kendall-justiniano) 28 October Explore why Steve Jobs believed that ideas are cheap and what's the real key to innovation and growth. ### And they don't fix the growth problem you have -    When companies run into weak innovation pipelines, they often turn to ideation to get the “pipeline full again.” It’s usually a Waste of Time. Do this instead. 💎 It’s very common to see companies with weak innovation pipelines focus on “getting more ideas” in the front end. Rarely, is that the problem. Ideas are really easy. Here’s Steve Jobs on the very same concept: The breakthrough idea that could jumpstart growth at a company... has probably already surfaced multiple times and been discarded. 🪨 The problem is they don't show up fully formed looking like winners. Most ideas that could lead to breakthroughs aren't usually easily spottable. If a company has neither the systems or the culture to explore, play with, and kick around those ideas, and then go to work on them… …then all the ideation in the world won’t help. Invest in a culture and systems to foster curiosity, learning, and collaboration is needed first. PS, what’s been your experience with ideation exercises? Until next week, Kendall - [![secta.ai_005 keyhole](https://www.growth-arc.com/hs-fs/hubfs/secta.ai_005%20keyhole.png?width=120&height=120&name=secta.ai_005%20keyhole.png)](https://www.growth-arc.com/bios) [Find me on LinkedIn](https://www.linkedin.com/in/kendalljustiniano/) or [Book a 1:1 call](https://www.growth-arc.com/meetings/kendall-justiniano) Not a subscriber yet? [Subscribe here](https://www.growth-arc.com/subscribe) ### [![Need to drive growth? Growth Arc Advisors is a consultancy focused on Materials industries (chemicals, plastics, oil & gas, biomaterials). 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