Lucinda Duncalfe is President & CEO of Monetate. Monetate is a venture capital backed SaaS company that powers multi-channel personalization for the world’s best brands. Lucinda founded and/or led four additional technology companies ClickEquations (acquired by Channel Intelligence), Real Food Works, TurnTide (acquired by Symantec for $28 million six months after founding), and Destiny Software (an Inc. 500 winner). She has won many awards, including the Ernst & Young Entrepreneur of the Year, and was one of Consulting Magazine's 25 Most Influential Consultants in 2001. She has served on a number of private company and not for profit boards. She has a BA from University of Pennsylvania and an MBA from the Wharton School, has attended the Aspen Institute Seminar, is an Eisenhower Fellow, and has a black belt in Shotokan karate.

Sometimes exploration is worth it. Sometimes you just spent a week of the team’s attention answering a question the founder could have tested in an afternoon. That is the part I think leaders underestimate. Ideas do not only cost money. They cost time, focus, and brainpower long before anyone approves a budget. The question I’d want answered is: how much of the organization does this idea deserve yet?