In the book Product Juggernauts, Jean–Philippe Deschamps and Ranganath Nayak make a compelling argument for building and managing a world–class product creation process as a critical component of becoming a high–performance business. The process they outline begins with ideas. Many companies, however, do not address the generation and management of good product ideas as an explicit process; rather, ideas tend to "float" around the organisation, acquiring currency in proportion to the personal and political power of the champions who promote them. In this article, we outline a rational, objective, and highly productive approach that we call Structured Idea Management (SIM). By adopting an SIM process, a team can move quickly from raw ideas to structured and integrated concepts, whether for new products, new processes, or new ways of working. Furthermore, SIM also provides the levels of internal commitment and confidence necessary to ensure that concepts are taken forward and capitalised on. SIM has been applied successfully to a wide range of topics, including beverage packaging, a cosmetic dispenser, yogurt packaging, a beer dispenser, an electrical hair care product, lubricant applications, a household care product, polymer applications, a vending machine, a telecommunications product, a tamper-evident pack manufacturing machine, an electrical switch, missile defence measures and personal hygiene products.