No matter how good your idea is, even if it is great, much like putting an ice cube in the oven, if you make your idea subject to the wrong external factors then it will never get off the ground. There are two great examples that spring to mind of how recent innovations have used

Most people think that only bad ideas lose money, it’s not true. In fact bad ideas are actually hugely cost effective. I’d much rather have a bad idea than a good one. You see bad ideas mess up quickly, you put some investment in and it never gets off the ground. You lose hope, realise