Novel ideas often do not receive positive assessments from decision-makers and, therefore, lose the opportunity to be implemented. Drawing on optimal distinctiveness theory (ODT; Brewer, 1991; Zuckerman, 2016), we propose that ideas need to be optimally distinct in order to secure support and endorsement from decision-makers. Specifically, rather than treat novelty as a monolithic construct, we identify idea functionality and design/form as distinct dimensions of novelty and argue that novelty in functionality needs to be optimally balanced with familiarity in form. We further propose that this strategy of balancing functional novelty with design familiarity is more necessary when idea creators lack legitimacy; when creators have greater legitimacy, this gives them greater leverage in selling ideas that are novel in functional as well as form. We find support for these ideas in an experimental study as well as an archival study using data scraped from Kickstarter. Both studies highlight the mediating role of perceived idea usefulness in affecting decision-makers’ willingness to support and implement these novel ideas.

Vijaya Venkataramani is Dean's Professor of Leadership and Innovation at the Robert H. Smith School of Business at the University of Maryland. She is a former Associate Editor at the Journal of Applied Psychology. Professor Venkataramani’s research focuses on creativity and innovation in organizations, especially understanding how informal social relationships and social networks at work enable employees’ ability to develop and implement creative ideas. Her recent research has focused on exploring why, although employees may have new ideas, these ideas often go unheard, unrecognized or even prematurely rejected by their managers, and how both employees and managers can address this. Her research has appeared in such journals as the Academy of Management Journal, Organization Science, Journal of Applied Psychology, Personnel Psychology and Organizational Behavior & Human Decision Processes.

Vijaya received her Ph.D. in organizational behavior and human resources from Purdue University in 2008. Prior to her doctoral studies, she worked in India as a human resources manager. She is an award-winning researcher and teacher and the recipient of the Distinguished Scholar Teacher Award from the University of Maryland.