If you are looking for truly original ideas, you need to remove the word “best” from your evaluation process
Brainstorms, ideas, campaigns and similar idea extravaganzas very often end with a vague notion of choosing the best idea. The problem is that a truly creative idea, the kind of idea that has the potential to become a breakthrough innovation, is seldom the best solution to the problem or the best path to achieving a goal — for the very simple reason that highly creative ideas are original. They cannot directly be compared to existing notions. If you come up with a technology for a hyper-space drive, you cannot compare it to other hyper-space drives. You have invented the only one. Rather, you can compare it to similar existing technology, such as rocket engines or ion thrusters. But these are very different things and so the comparison is difficult and may focus on the wrong criteria. Let’s look at some more concrete examples.
Read article: Best Ideas Are Never Very Creative | The Creativity Post.