If an idea doesn't work, don't assume it's a bad idea. Perhaps the timing is off. Sun Tzu speaks of how important timing is for effectiveness. Have patience and you will see people's moods, tastes, and priorities change. Conversely, just because an idea works in one situation doesn't mean it is necessarily a good idea in general and in comparison given more time. That is why uninitiated people can see Sun Tzu's successful campaigns and copy them, but they won't be able to duplicate the results because they don't understand how they were won.