Ideas become valuable when execution stops treating them like decoration.

Ideas treated as decoration get admired, discussed, and preserved intact. Execution treats them as raw material, which means cutting them, testing them, and finding out which parts were wrong. That is uncomfortable and it is the only process that turns an idea into something with value.

Take an idea you have been keeping nice and start using it roughly. What survives the handling was the real part, and what does not was never going to hold anyway.