First of all, I don’t consider rewards or risks when I’m thinking up big ideas. That only stops the flow of productive energy and thought. No, wait until you need to pick between two really great ideas. Then whip out the scales. Of course, the decision is easy. Just go with the one that offers the most reward—fame, fortune or if you’re lucky, free food. Don’t let risk keep you from your riches.
More times than not, if you spend the time and effort cooking up a big (assuming it meets project goals), double down and reap the rewards. And if it flops, oh well, go to a movie and start over tomorrow.