By Don Norman
Here is the basic argument
One of the most popular mantras for innovation is “avoid criticism.” The underlying assumption is that criticism kills the flow of creativity and the enthusiasm of a team. Aversion to criticism has significantly spread in the last 20 years, especially through the advocates of design thinking. (In 1999, in the ABC Nightline video “The Deep Dive,” which ignited the design thinking movement, criticism was stigmatized as negative.) In IDEO’s online teaching platform, the first rule of brainstorming is “defer judgment.” To make this rule even more practical and straightforward, others have reworded it to say: “When a person proposes an idea, don’t say, ‘Yes, but…’ to point out flaws in the idea; instead, say, ‘Yes, and…’” — which is intended to get people to add to the original idea.
We challenge this approach. It encourages design by committee and infuses a superficial sense of collaboration that leads to compromises and weakens ideas. Our view, the product of years of studies of and participation in innovation projects, is that effective teams do not defer critical reflection; they create through criticism.
The secret of criticism in innovation lies in the joint behavior of the participants. Those offering criticism must frame their points as positive, helpful suggestions. Those who are being criticized must use critiques to learn and improve their ideas. When conducted with curiosity and respect, criticism becomes the most advanced form of creativity. It can be fascinating, passionate, fun, and always inspiring. Let us combine “Yes, and” with “Yes, but” to create the constructive and positive “Yes, but, and.”
