Chapter 1: The Challenge of Creative Collaboration

In the realm of creativity and innovation, particularly when collaborating with others, encountering less-than-stellar ideas is par for the course. If you’ve never experienced this, you might need to reassess your approach.

The ultimate aim is to create products that are not only functional but also exceptional—something that users might even describe as "insanely great," a term popularized by the late Steve Jobs. However, the ideas that emerge during your brainstorming sessions might not yet be at that level of brilliance.

The journey to achieving remarkable outcomes is often obstructed by various challenges, including the opinions of others—sometimes even that critical voice in your own mind. These voices tend to disrupt your creative flow, redirecting efforts toward alternatives that may not align with your vision. The word "but" becomes a common hurdle, serving as a barrier to your aspirations.

"But that won't work." "But why do you think that?" "But this isn't what people are asking for."

These "buts" can be frustrating, yet they are essential. Embracing these statements can significantly increase your chances of success. This discussion aims to transform these common roadblocks into valuable tools for generating momentum, adapting to change, and even mending relationships. Surprisingly, the key lies in your perception of these "buts."

You may think you understand your "buts," but there's often more complexity than you realize. We will delve into various types of "buts," how to refine them, when to present them, and why they should always come in pairs.

This series caters to leaders, scientists, or anyone facing difficult decisions and challenges. Even if you don't fit these categories, you might still enjoy a light-hearted take on "but" humor.

By practicing the "two-but rule," you can harness the power of these statements rather than ignoring them. For instance, following "But that won't work" with "But it would if" can lead to more favorable results for your ideas and relationships.

Much like a Shakespearean comedy, the "two-but rule" may start with negatives but ultimately brings about positive outcomes.

Now that you grasp the main idea, you can either proceed with your day or continue reading! Consider subscribing for more insights into managing your "buts."

Important Reminder: When discussing "buts" at work, be cautious not to confuse their different usages.

Dumb Ideas Can Spark Great Innovations

Encouraging individuals to embrace their "buts" and apply the two-but rule may seem somewhat rebellious in today's environment. This perspective is rarely echoed by the many gurus eager to offer advice on innovation and team improvement—nor will you find it in most HR departments.

Today’s innovation landscape often resembles a theatrical performance infused with toxic positivity, where conformity is prioritized over genuine creativity. You might find yourself in endless design thinking workshops, innovation retreats with trust exercises, or brainstorming sessions where "no negative phrases" are allowed, leading to stagnation and inaction.

As Scott Berkun from Microsoft aptly stated, “I don't recognize a good idea until I’ve encountered the bad ones.” However, mentioning that someone’s idea falls into the latter category can be risky.

How frequently do you encounter the positivity advocates claiming there are no bad ideas? In reality, there are, and some are surprisingly valuable. For example, Apple began as a seller of DIY computer kits, PayPal originated as a way to transfer money between Palm Pilots, YouTube started as a dating platform, and the first handheld mobile phone was developed by Motorola as a response to AT&T's cumbersome car phone.

These examples illustrate that starting from a seemingly flawed concept can lead to groundbreaking innovations. A quick Google search for "dumb ideas that led to great ideas" often reveals tales of innovators whose initially mocked visions eventually transformed industries.

Consider Spanx: the concept of form-fitting, footless pantyhose was initially dismissed until a mill owner decided to support this "crazy" idea. Thanks to perseverance, Spanx became a household name, proving that the absence of this innovation would leave many on-screen personalities in a bind.

The prevailing narrative often glorifies tenacious visionaries holding tightly to their original concepts. This oversimplified storytelling mirrors that of a Marvel film—enjoyable, but lacking depth.

To effectively tackle challenges in our complex and fast-paced world, we need a more nuanced narrative. It's crucial to recognize that the true act of heroism lies in the ability to refine your ideas and those of others through constructive criticism rather than resorting to mere compliance.

Two "Buts" Are Better Than One

The concept of the two-but rule might more accurately be termed the "two buts are better than one, three, five, and so forth" rule. Let's focus on just two for now.

During meetings, brainstorming sessions, or while contemplating a problem alone, the two-but rule allows for the phrase "But that won't work" to be expressed thoughtfully. However, this should always be immediately followed by "But it would work if."

Variations of this rule include:

• But I don't like that; but I would if...
• But we can't afford that; but we could if...
• But you're a big silly-head; but you wouldn't be if...

The expanded version incorporates "because":

You're a big silly-head because...

Even in this context, the addition of "because" can enhance the argument's clarity.

For instance, you might say, "But I don't want to subscribe to a service that condenses stories into brief aphorisms and juvenile humor, because I have a demanding job with insufficient pay." You could follow this with, "But I received numerous likes for my two-but review on LinkedIn, so perhaps I could become a two-but expert, gather a loyal following, and launch a successful consulting venture."

Did this thought change your life? Perhaps not. However, uncovering a second "but," even a trivial one, can provide a much-needed burst of mental energy. This is the goal: to find an alternative to the dead-end of stagnant positivity or stubborn negativity.

Implementing the two-but rule can feel like a psychological roller coaster. There’s a moment of trepidation as you wonder if a second "but" will emerge, followed by exhilaration when your mind seizes upon an unexpected idea.

As with any journey, a strong start is vital. The execution of the two-but rule is more intricate than its straightforward premise suggests. In subsequent discussions, we will explore various methods to craft well-formed "buts."

The first video, "Embracing Your Weirdness" by Chris Williamson, explores the importance of accepting one's unique traits and how this can lead to personal growth and innovation.

The second video, "Embracing Your Place At The Table" by Brad Jones, focuses on understanding your role in collaborative environments and how to leverage your strengths for greater impact.