Most CEOs I talk to aren’t short on experience.

They’ve built companies, managed teams, and made big calls under pressure.

But when we sit down—CEO to CEO—one question cuts through the noise: “What’s your process for generating new ideas?”

The truth? 67% of CEOs admit to relying on instinct rather than structured, data-driven methods when it comes to innovation (Confluent, 2023). That’s not bold—that’s risky.

As I often say:

“Those companies that don’t have a process for new ideas are unlikely to have any.”

And the data backs it up.

The Hidden Risks of Relying on Instinct

When CEOs rely solely on gut feeling to drive innovation, they often miss the bigger picture. While instincts may be informed by experience, they’re rarely backed by cross-functional insights or tested frameworks. According to PwC’s CEO Survey, only 22% of executives believe their organization excels at identifying the right problem to solve (PwC, 2017). That means the vast majority are guessing—and guessing wrong.

Without a consistent process:

• Teams stagnate—repeating what worked before rather than exploring what’s next
• Innovation becomes accidental, dependent on chance moments of insight
• Bias goes unchecked, leading to decisions that feel confident but fall flat in execution

And when pressure mounts or markets shift, instinct alone won’t keep up.

What High-Performing CEOs Are Doing Differently

Instead of winging it, great leaders build a system for innovation.

As The Idea Guy®, I help CEOs and executive teams implement a repeatable process that combines Design Thinking and Generative AI—two powerful tools that bring structure, speed, and scale to the creative process.

With this model:

• We define the right problems—using frameworks proven to uncover root causes
• We generate smarter ideas—guided by real-world needs, not internal hunches
• We create an innovation engine—one that works again and again, across teams

And the impact is measurable. McKinsey reports that companies using AI to support innovation see performance improvements of up to 30% (McKinsey, 2018). This is the new standard.

Let’s Talk, CEO to CEO

I’ve been named a Finalist for CEO of the Year by the San Diego Business Journal. Not because I guess well—but because I build systems that help leaders think better, faster, and more effectively.

If your ideas feel random, rushed, or reactive—it’s not a leadership flaw.

It’s a system gap. And it’s solvable.

Book a 15-min Problem Check at TheIdeaGuy.us

References

•  Confluent. (2023). Why do CEOs struggle with data-driven decisions? Technology Magazine. Retrieved from https://technologymagazine.com/articles/confluent-why-do-ceos-struggle-with-data-driven-decisions
• PwC. (2017). 20th CEO Survey: The talent challenge. Retrieved from https://www.pwc.com/gx/en/ceo-agenda/ceosurvey/2017/gx.html
• Doblin. (2016). Ten Types of Innovation: The discipline of building breakthroughs. Retrieved from https://doblin.com/ten-types
• McKinsey & Company. (2018). The case for digital reinvention. Retrieved from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-case-for-digital-reinvention
• IBM Institute for Business Value. (2018). The enterprise guide to closing the skills gap. Retrieved from https://www.ibm.com/thought-leadership/institute-business-value/report/closing-skills-gap