Synopsis Recent studies have revealed that all human beings are equally endowed with the power of idea generation (power to generate ideas) that can be harnessed for useful purposes. Hence, companies have started capitalizing on this hitherto unknown/unused area. Companies bank on human capital, the potential of their employees/customers/ suppliers and other stakeholders who can provide solutions to unresolved problems and provide very useful ideas, some of which can be converted into marketable, profitable products/processes/services. Though decades ago, idea generation was the prerogative of the top management, later on suggestions/ideas/opinions from all the stakeholders are solicited by firms. And by the turn of the century, the process of idea creation has been democratized, in a way. This book focuses from the evolution stage to the present stage of idea generation process, the selection of the right idea from the lot, its evaluation and finally converting the idea into a marketable product/service or a solution to a critical problem. The contemporary articles highlight the need, various approaches that can be followed and how the useful ideas can be developed into saleable products and services. Cases and experiences show that ideas add to both top line and bottom line of the companies.