For 12 years, I harbored the shame of blurting out a stupid idea during a brainstorming session. It wasn’t even a typical brainstorming session held by the creative department at my company—it was a special, urgent meeting called and run by the president (who was not well-versed in the rules of creative brainstorming).

The meeting was going along decently; we figured it was about time to wrap things up. Then I made my comment. The big, stupid idea. I received confused looks and baffled shakes of the head as the president quickly moved around the table for the next idea.

At the break, I felt the need to justify and clarify the inner workings of my mind and why such a silly suggestion came out of my mouth.

It’s one of those moments that stuck with me long after I left the company. Why did I have to blurt out such a stupid idea?

That is until, Stefan Mumaw, a speaker at the 2013 HOW Design Conference, freed me of this burden. I discovered my stupid suggestion was a PIVOTAL POINT in the brainstorming process. It turns out the creative process has a shape: it looks like two hills. Here’s how Stefan explained it:

A brainstorming meeting starts out with a bunch of standard ideas, the obvious solutions to problems—and they come pretty easily. As the obvious associations start to peter out, there is a lull. That is until someone says something stupid. Someone like me spouts off something silly, unusual, different, or totally wacky. It frees everyone to start thinking outside the box. This stupid idea sparks a whole new way to look at the problem—and that is when the real creative work starts! Many times, brainstorming sessions are stopped short before it’s taken to the next level.

Don’t be afraid to push the boundaries and say something silly or stupid. It might just take you to a new direction you never considered. Just because you go to outer space, you don’t have to stay there. Check out the view from a different perspective, expand your thinking; you can always reel yourself back to earth.

One of my biggest missions when I started my own studio was to honor brainstorming as an integral part of the process. My team members and clients are encouraged to think outside the box—and no idea is ever considered stupid. In fact, the wildest ones usually spark the great idea that works.

Think your idea is stupid? Think again…