The Worst Possible Idea: How Bad Ideas Lead to Great Innovation

What if the worst idea you ever had could change the world?

In most workplaces, people are afraid to say something silly or unrealistic in meetings. Fear of judgment often stops creativity before it even begins.

But what if we did the opposite — and deliberately encouraged bad ideas?

That question lies at the heart of the “Worst Possible Idea” technique, a creative method used in innovation workshops, design thinking sessions, and creative organisations.

Instead of aiming for smart or realistic solutions, participants are asked to come up with the worst ideas imaginable.

This approach helps teams think more freely, lower self-censorship, and uncover valuable insights hidden behind absurd thinking. In a business world that demands constant reinvention, learning to laugh at bad ideas — and learn from them — is a powerful skill.

🧠 Vocabulary Builder

• Brainstorm – to think of many ideas quickly without judging them.
  Example: Let’s brainstorm solutions before we choose one.

• Prototype – an early model of a product used for testing.
  Example: We built a prototype of the new app before launch.

• Ideation – the process of generating ideas.

• Divergent thinking – thinking in many directions to explore possibilities.

• Constraint – a limitation that affects what you can do.
  Example: Budget constraints limit innovation.

• Absurd – completely unrealistic or silly.
  Example: The idea sounded absurd, but it sparked a new design.

• Judgment-free – an environment where people can speak without criticism.

• Evaluate – to assess something carefully.

• Breakthrough – an important discovery or development.

• Iteration – a repeated version used to improve a design or idea.

🚀 What Is the “Worst Possible Idea” Method?

The Worst Possible Idea method is a creative exercise where participants deliberately generate the worst, most impractical ideas possible.

At first, this seems counterproductive. However, the real goal is to remove fear and create psychological safety — an environment where people feel comfortable speaking freely.

When people are asked to produce good ideas, an internal critic often appears:
“That’s stupid.”
“That won’t work.”
“My manager will hate it.”

This self-judgment shuts down creativity. By contrast, when people are told to create bad ideas, the pressure disappears.

Participants relax, laugh, and think more imaginatively. Ironically, this is often when strong ideas emerge naturally.

This technique is sometimes described as a form of reverse brainstorming and is widely used in design thinking workshops.

💬 Real Example – IDEO and the Power of Play

IDEO, one of the world’s most influential design firms, is known for playful but rigorous creative methods. Their philosophy is often summarised as learning through failure.

In healthcare design workshops, IDEO teams have explored hospital experiences by first imagining the worst possible environments — for example:

• Cold, grey rooms

• Long waiting times

• No play or interaction for children

By exaggerating what not to do, teams uncovered what truly matters: colour, play, movement, and human warmth. These insights helped inspire child-friendly hospital spaces with murals, interactive elements, and welcoming design.

The lesson is clear: bad ideas are not mistakes — they are mirrors showing what is missing.

🧭 Why Bad Ideas Work: The Psychology Behind Reverse Ideation

💡 Creative Insight Box

When people aim for the worst idea, their thinking becomes more flexible. This triggers divergent thinking, which allows unusual connections to form.

• Fear of failure disappears

• Hierarchies flatten — everyone contributes

• Humour lowers social barriers

• Absurd ideas expose hidden assumptions

Creativity thrives in environments where people feel safe enough to be ridiculous. Albert Einstein is often credited with the idea that truly original thinking initially appears absurd.

🏢 Lessons from Companies That Failed — and Then Innovated

1️⃣ Coca-Cola’s “New Coke” (1985)

Coca-Cola once replaced its classic formula with New Coke. Customers reacted with anger and nostalgia-driven protests.

Although the launch failed, Coca-Cola learned something crucial: people were emotionally attached to the original brand. When Coca-Cola Classic returned, sales increased.

👉 Lesson: Failure revealed what customers truly valued.

2️⃣ Netflix’s “Qwikster” Decision (2011)

Netflix attempted to split its DVD and streaming services into two brands. Customers found the change confusing and frustrating.

The company quickly reversed the decision and refocused on simplicity — a move that strengthened Netflix’s long-term success.

👉 Lesson: Bad ideas can clarify the right strategy.

3️⃣ Google X and “Moonshot Thinking”

Google’s innovation lab X encourages teams to pursue extremely ambitious ideas. Many projects fail — and failure is openly celebrated.

Teams even hold “failure celebrations” to share lessons learned.

👉 Lesson: Every failed idea teaches where innovation does not live.

4️⃣ Apple’s Lisa Computer (1983)

Apple’s Lisa computer introduced advanced features but was far too expensive. The product failed commercially.

However, its technology shaped later successes like the Macintosh.

👉 Lesson: Failed products can plant seeds for future breakthroughs.

⚙️ Why the “Worst Possible Idea” Actually Works

This method works because it reverses traditional thinking. Instead of aiming high and fearing mistakes, teams aim low and uncover insight.

A joke idea such as:

“Let’s make a coffee mug that melts after one use!”

can evolve into:

biodegradable, single-use cups designed for sustainability.

Absurdity becomes a gateway to originality.

✏️ The Worst Possible Idea Challenge

💬 Step 1 – Choose a Company

Pick any company you know well.

💬 Step 2 – Brainstorm 10 Terrible Ideas

The worse, the better. Don’t judge.

💬 Step 3 – Reflect and Reimagine

Choose two or three ideas and ask:
What useful problem does this accidentally reveal?

The goal is not to stay absurd — but to use absurdity as a tool.

📝 Test Your Comprehension

1. What is the main goal of the method?
   a) Entertainment
   b) Reducing fear and encouraging ideas
   c) Studying competitors

2. Which company learned about emotional branding?
   a) Apple
   b) Coca-Cola
   c) Google

3. What did Netflix learn?
   a) Complexity helps growth
   b) Simplicity matters
   c) DVDs are better

4. Divergent thinking means:
   a) One correct idea
   b) Many open possibilities
   c) Strict rules

5. Why is humour useful?
   a) It wastes time
   b) It lowers tension
   c) It avoids mistakes

Answers: 1) b, 2) b, 3) b, 4) b, 5) b