We are entering an era that will demand unheralded levels of creativity as companies constantly innovate and reinvent themselves to succeed in the search for growth and margins. This places increasing pressure on companies to generate a steady stream of high quality ideas that can eventually deliver top and bottom line growth. This viewpoint looks best practices in developing, nurturing, and enriching ideas. Best practices identified include: time-limited ideation challenges for key strategic issues and a dedicated process to enrich and select winning ideas. To support this, senior leaders devote a significant amount of their time to ideation and are involved from start to finish.