Ready for a piece of lifesaving advice? When you have to come up with an idea, don’t try coming up with just one. That’ll kill you. I can think of four broad reasons why:
1. When looking for a single idea, we often demand perfection from that idea. What happens? We study any notion through a microscope, magnify its flaws, and dissect its weaknesses. Few candidates can survive such probing.
2. Worse yet, our critical search depresses us and weakens our powers of ideation, because we start expecting everything we dream up to be defective.
3. Then there are times we’re so desperate for a home run idea that our standards drop. We’ll latch on to any notion that appears. This happens during ...