Solving the popular problem
"Do you know the head of FIFA?"
"I have come up with a way to speed up airport security dramatically…"
"How come the people in script development at Warner won't get back to me about my Matrix idea?"
If you're intent on making an impact by developing and marketing a big idea, two things to keep in mind:
a. avoid trying to contribute solutions to a popular problem. It's too crowded and the people you're trying to help are almost certainly not open or eager to hear from you. Their attitude is the most important factor in whether or not your idea gains traction, so if the door is closed, you're better off solving a different problem, a problem that's a lot less sexy but far more important and profitable for all concerned.
b. avoid seeking out the figurehead, the Richard Branson/Marissa Mayer person who appears to be in charge, just waiting for you to raise your hand with your great idea. You'll just waste everyone's time and get frustrated as well.
Popular problems and figureheads represent shortcuts. Shortcuts in how you think about your project and shortcuts about finding acceptance. But all the work worth doing is about taking the long way.