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Stanford professor Robert Sutton notes that the Pixar movie Cars was chosen from about 500 pitches, and at Skyline, the Originality Toys design studio that generates ideas for Fisher-Price and Mattel, employees submitted 4,000 new toy concepts in one year. That set was winnowed down to 230 to be drawn or prototyped, and just 12 were finally developed. The more darts you throw, the better your odds of hitting a bulls eye.