You bring up brainstorming. The whole point of the exercise, what makes it a “storm,” is quality doesn’t matter. When you’re going through that creative burst, the sole goal is quantity. Most of what you come up with will be dogs, but you shoot for a few gems to shine through.

Just one example, since you make some good points about New Coke. When ASAE & The Center staff were brainstorming suggested titles for 7 Measures of Success. One person blurted out “Striving for Average.” Surely you can’t defend that as DUMB idea (I guess it is pretty unique!).

Don’t misunderstand, I do think there are many, many dumb ideas, and I also believe ideas have lives. A dumb idea at one point in time may not be dumb at another. In the context of brainstorming, a dumb idea could put someone on the path to a great idea. My point is, I think we need to create cultures where it is ok for people to have ande talk about dumb ideas.