Creative ideas, by their very nature, invite judgment. People need to know if the value promised by the new is worth the abandonment of the old. We tend to fear change, and therefore we fear the innovations that call us to change. In organizations especially, we’re told to have fresh ideas and to think outside the box. However, in the rare cases when individuals actually do propose something unique, their idea is often rejected as being too outlandish or impossible.
It’s not enough to merely generate great ideas. Though we live in a world of complex challenges and our organizations need innovative solutions, we also live in a world biased against creative ideas. It’s not enough for an organization to have creative people; it has to develop a culture that doesn’t reject great ideas. It’s not enough for people to learn how to be more creative; they also need to be persistent through the rejection they might face. It’s not enough to have a great idea or a great product, there’s still a lot of selling left to do. We don’t just need more great ideas; we need to spread the great ideas we already have.