idea generation

Ideas and bacteria have a lot in common. You can’t control them. You can’t create them out of thin air. Some are good, and some are bad. But you can design the best possible environment for the good ones to thrive and multiply, and that’s how we want to approach idea generation. We want to approach it like a great fermentation.

Quite often the person who comes to something completely fresh will have in fact the benefit of ignorance in a way. They don’t have the baggage of thinking they know the right way to do it. – Rory Sutherland