That's what you need. Sometimes, it may also be the way out of business. Surprisingly, some companies actually try this. Analyzing innovative opportunities is a specialized skill that requires certain tools. Do not try to 'wing' this part of the innovation process.
History is full of ideas failing for years before they became successful.
Nevertheless, certain factors distinguish heroic tenacity from stubborn stupidity. The time for growth is when the idea becomes profitable. Objectivity is so important when you analyze ideas. Once upon a time, in a big company, there was a person. A person with an idea.