Signals that you have to kill your idea

Signals that you have to kill your idea (from: http://blogs.hbr.org/2013/09/three-signs-that-you-should-kill-an-innovative-idea/)

1. no pleasant suprises: despite the setbacks that occur during business development there are no new discoveries, no positive suprises, just cold setbacks and delays
2. no deeper insights (something different as suprises)
3. greater engagement inspires little emotions from your users/target group. Indifference is killing.