The road to innovation is littered with failures. In reality, picking obvious winners isn't hard. Unfortunately, throwing away more genuinely innovative ideas is easy too! Research, in its drive to minimise risk, often fails to spot ideas which could become huge in the future. An analysis has uncovered the factors that drive success and one dimension in particular has emerged as a crucial factor: excitement. This paper outlines the building blocks of excitement which will provide invaluable guidance along the road to innovation success.