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Ted, it is about execution...big ideas go nowhere unless they're seen cradle to grave. But without a big idea, there is no flawless execution. Funny how that works. Chicken, meet Egg.
That said, if you can't execute selling, or ideas, don't matter. Both are important to success.
Where are you in the business cycle? Early entrants or innovators have to pay top dollar for the best ideas. As companies unfold, crisp execution need more of a relative focus.
One thought is pay the idea folks in equity or something like equity for the long haul. Pay executors in the short to medium haul (make sure that the execution is sticky before you pay for all of it.)
If an idea person is not willing to let some of their compensation stake ride on the long-term execution of the idea - don't pay'em or don't pay'em much. However, if they are (even if they will not be with you at the time of fruition), give them a reason to bring you their best thought first.
Finally, know the market place. Ideas worth paying for should be value in the conditions to come, not the ones you just lived through.
Know your business model and your place in it's development cycle above all.