Many entrepreneurs mistakenly believe their brilliant idea is the key to success.Some even go so far as to become phobic about sharing their idea, guarding it like a treasure, fearful that someone else might run off with their concept and leave them empty-handed. These individuals often cling to their idea with a tight grip, unwilling to share equity with their core team because they think,“This idea is so good, I need to own it all by myself.”

This is one of the most dangerous misconceptions in business. Your idea isn’t the prize. Execution is.

Why Execution Is the Prize

The reality is that a great idea, on its own, is worth very little. Without execution, even the most innovative idea will remain just that—an idea, forever trapped in a realm of potential and unrealized dreams. On the other hand, an ordinary idea with extraordinary execution can turn into a multimillion-dollar business.

Here’s why execution is the real prize:

1. Execution Brings the Idea to Life
   Ideas, even the most revolutionary ones, are just abstract concepts until someone acts on them. Execution is where the rubber meets the road. It’s where teams are built, prototypes are developed, products are launched, and markets are captured. Without solid execution, your idea will never be more than a thought in your head.

2. Execution Drives Commitment & Maximizes Value
   Some entrepreneurs believe that owning 100% of their idea is the only way to ensure success. But to truly execute well, you need talented, gritty individuals who are willing to roll up their sleeves and work through the challenging, iterative process of turning an idea into a reality. And the best way to get the level of commitment you need from these individuals is to make them part-owners. When your team feels like they have a stake in the outcome, they give more discretionary effort, go the extra mile, and help drive the business forward. Throughout my career as a founder, the key players who helped me launch and scale businesses all received equity based on their contributions. This wasn’t just a generous gesture—it was a strategic move. These team members weren't simply employees; they were owners, invested in the company’s success, and willing to work tirelessly to execute our shared vision. That ownership mindset motivated everyone to give their all. It wasn’t about hoarding the idea for myself; it was about creating something of value together.

3. Execution Creates Iteration and Improvement
   No idea is perfect in its initial form. Execution reveals the flaws, helps refine the concept, and allows for pivots when necessary. It’s through the execution process that an idea truly takes shape. The market doesn’t care about potential - it cares about results. Execution is what makes those results possible.

Why You Can’t Afford to Pay for Execution—But You Can Share It

The kind of people you need to execute well—the gritty, resourceful, and talented individuals who can help transform an idea into a business—are often too expensive to hire outright, especially in the early stages of a startup. You simply can’t afford to pay them what they’re worth. But if you give them a stake in the business, a piece of ownership, they’ll be motivated to give far more than just their 9-to-5 effort. They’ll pour their heart and soul into the company because they stand to gain from its success. You always end up with a better product and a more valuable company if you attract people who actually want to own part of the business. This alignment of incentives leads to better execution, stronger commitment, and ultimately, greater success.

A Great IdeaIs Worth $20

At the end of the day, a brilliant idea is worth very little on its own. I often say, “A great idea is worth $20.” But here’s the thing: I’d rather have an ordinary idea that’s worth $10 and execute it to its fullest potential, turning it into millions, than walk around with a $20 idea in my back pocket that never gets off the ground.

Execution Is Everything

Success isn’t about having the best idea—it’s about how well you execute. The market rewards action, not potential. Execution requires perseverance, adaptation, collaboration, and strategic thinking. It’s about doing the work—solving problems, building teams, and overcoming obstacles along the way. It’s not glamorous, and it often involves more failures than successes, but it’s the only way to turn a good idea into a lasting success.

The lesson is simple: Don’t get caught up in the myth of the idea. Focus on execution.That’s where the real value lies.

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