Why brainstorming fails and how to fix it

How often at the start of a brainstorming workshop have you said, “No idea is a bad idea,” and then watch the room go silent.

Why does this happen? Because people have been conditioned to believe that bad ideas are punished — with eye rolls, silence, or polite dismissal.

Raw ideas don't come out polished. It's only after we work on them do they become fully formed.

If you want people to share real ideas — the messy, brilliant, half-formed ones — don't judge them. Only ask "what's interesting about this?"

We overuse judgement every day. It’s what we expect, and it makes people feel unsafe to share their imperfect ideas.

But when we create an environment where raw ideas aren’t judged or criticised — just built upon or parked for later — we unlock creativity and fuel innovation.