The Problem with ‘No Bad Ideas’

I have been in more than my fair share of brainstorming sessions where the person running it tries to create a safe space by insisting, ‘There are no bad ideas’. As soon as that is uttered I can see and feel the creative people around me freeze up, we all know there are plenty of bad ideas and what if one of them is mine? Instead of encouraging creative flow, it subtly reinforces the idea that bad ideas do exist, and that voicing them might be risky. Ironically, it creates the very fear it seeks to eliminate.

Now, imagine flipping the script. What if we walked into a brainstorming session and declared, ‘All ideas are bad ideas’? By setting the expectation that, yes, there will be plenty of bad ideas, we remove the pressure to come up with fully-formed, brilliant concepts on the first try. This shift in mindset can and does transform how teams approach creativity.

The Problem with ‘No Bad Ideas’

The phrase ‘no bad ideas’ has become a hallmark of brainstorming sessions, but its reassuring tone masks some unintended consequences:

1. Pressure to Be Right: By implying that all ideas are good, participants might hesitate to share something half-baked, offbeat, or unconventional. They fear judgment because they’re subconsciously holding their contributions to an unrealistic standard.
2. False Optimism: Insisting that no idea is bad can create a culture of forced positivity. This can lead to surface-level discussions where ideas aren’t properly challenged or developed.
3. Misaligned Expectations: Teams can spend time nurturing weak ideas simply because they’re told all ideas are equally valid. This slows progress and dilutes focus.
4. Crushes confidence: Confidence is key. When you reject their ‘not a bad idea idea’ you crush their confidence and it takes a while to come back. Reject an idea that we acknowledge is bad and we all move on.
5. Creative Stagnation: Paradoxically, the ‘no bad ideas’ rule can stifle creativity by failing to push participants out of their comfort zones. If everything is accepted at face value, there’s no incentive to dig deeper or explore bolder options.

Why ‘All Ideas Are Bad Ideas’ Works

When we embrace the notion that all ideas are inherently flawed, we start from a place of humility and curiosity. Here’s why this mindset is a game-changer:

1. It Lowers the Stakes: If all ideas are bad, there’s no pressure to deliver brilliance on the spot. Participants feel freer to share silly or incomplete thoughts, which often lead to unexpected breakthroughs.
2. It Normalises Iteration: Declaring all ideas as bad sets the expectation that ideas are just starting points. The real value comes from refining, combining, and building upon them.
3. It Encourages Playfulness: When you know your idea will be bad, you’re more likely to take risks and think outside the box. Playfulness is often the spark for true innovation.
4. It Promotes Constructive Criticism: Instead of tiptoeing around ideas to avoid offending anyone, teams are encouraged to engage in candid discussions. This collaborative critique leads to stronger, more polished concepts.

The Bigger Picture

At its core, the ‘All ideas are bad ideas’ approach is about embracing the messy, iterative nature of creativity. It reminds us that innovation rarely emerges fully formed; instead, it’s the result of countless missteps, revisions, and collaborations.

So the next time you’re in a brainstorming session, try starting with the assumption that all ideas are bad. You might be surprised at how much good comes from it.