Make it bad. Then make it better.

Having a great idea can seem overwhelming. Pretty soon, you’re paralyzed.

So create a bad idea. Then, use your bad idea as a premise to make better ones. You’ll shift the problem from “How can I have a great idea?” to “How can I make this miserable thing better?”

Once in a while, a truly stupid idea is just what the world needs. But usually, it really needs the tenth version of that first stupid idea.

The trick is to get moving. So trick yourself.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.