In the quest for groundbreaking solutions, businesses actively seek a wide range of distinct ideas. However, the suggestions they receive—whether from employees or external contributors—eventually end up being quite similar. Why does this happen?

Our research shows that businesses influence the ideas they get because they send signals about what they like. By acting on certain ideas, companies inadvertently nudge and guide contributors to submit ideas that align with those preferences.

Take the case of a farming company that invited website users to share ideas for new features. After gathering numerous suggestions, the company opted to implement an idea related to monitoring spray product inventory. This choice not only revealed what the company preferred but also shaped subsequent contributions, resulting in a wave of similar ideas.

Many businesses and leaders aren’t aware that their past selections can limit the variety of proposals they receive. They may begin with the ambition of letting a thousand flowers bloom but end up with only dandelions.

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