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Shitty Ideas to Force Better Ones

McDonald's Theory

I use a trick with co-workers when we're trying to decide where to eat for lunch and no one has any ideas. I recommend McDonald's.

An interesting thing happens. Everyone unanimously agrees that we can't possibly go to McDonald's, and better lunch suggestions emerge. Magic!

This is often why brainstorming works. The goal is simply to give any and all ideas - good or bad - because sometimes the lousy ideas lead to better ideas.

Someone who says "McDonald's" for lunch may inspire someone else to remember that awesome burger they had at a cool new gastropub around the corner.