A bad frame: "That's incremental, therefore it can't be a big idea."

An idea is both its instantaneous expected value, but also, more importantly, its long term possible value.

Many of the best ideas are small to start but then have a smooth, accelerating slope upwards if they work.

If you can find a thing that has an EV of neutral to positive instantaneously and has a smooth, accelerating curve from there with increased investment, then it's a great idea.

A pebble can't grow. An acorn can.

Grow here means a natural set of adjacencies that if can expand into automatically if it works, without miracles.

Judge an acorn not on its size to start but what it could grow into.