Why do we need a new theory? Without a theory, people generate ideas by guesswork and then select the ones they like or those they think other people will like. With TRIZ, you will be able to generate better ideas faster, and you will have a basis for selecting the best ideas, the ideas that will solve your problem effectively and form a basis for further improvements. In this chapter, we show that good ideas have frequently been rejected when first proposed. Much money, time, and human effort is lost when good ideas are rejected.