It's a bit of a balance - you need to get out there and validate your idea.
But I would say process is more important because validation is part of the process in my opinion. And that means constant validation - how you market your product, how to best sell, etc. The idea of a clothing store for example is a shit idea, but choosing the right locations, negotiating with vendors, getting to know customer needs, etc is all process that makes a shitty idea golden.
I'd also say, don't let "coming up with the right idea" keep you from process. A lot of people ask me how I figured out ideas for software and it was pretty much all from my work experience, networking, talking to customers. I come across new business ideas constantly, even from just networking events.
But I would say process is more important because validation is part of the process in my opinion. And that means constant validation - how you market your product, how to best sell, etc. The idea of a clothing store for example is a shit idea, but choosing the right locations, negotiating with vendors, getting to know customer needs, etc is all process that makes a shitty idea golden.
I'd also say, don't let "coming up with the right idea" keep you from process. A lot of people ask me how I figured out ideas for software and it was pretty much all from my work experience, networking, talking to customers. I come across new business ideas constantly, even from just networking events.