It's hard to determine the value of many (great?) ideas from the start. hence we have various ways of idea risk management: customer development(for market risk

It's hard to determine the value of many (great?) ideas from the start. hence we have various ways of idea risk management: customer development(for market risk), prototyping(for technical risk) and market research(which is the weakest form usually, for market risk). Ideas passed through this methods are worth much more, but still most of them can be copied without good execution.