Act crazy *especially if you’re a senior leader

Influential people have an unintended impact on group dynamics. Their actions become over-interpreted, and their sage advice can unduly squelch the creativity of a group, causing everyone to conform to their way of thinking.

At the Stanford Institute of Design (d.school), we were brainstorming to come up with ways to improve a female fashion store. The most influential person in the group was the COO of a major company and a credited inventor.

A typical rule in brainstorming is that junior participants kick off the discussion. This prevents ideas from being creatively hindered. Yet in this case, the most senior person made the first suggestion. His idea for young females: Free nachos when they enter the store!

What?! Free nachos?

It sounded like a crazy idea, but around the room, people got the point: If he says that, I can say anything. Not only did he spark creativity, but he also encouraged free thought. In fact, his wild suggestions even inspired realistic ideas from others: Free Nachos to welcome people? Okay, how about a customized welcome experience…a tailored entrance to the store.

The role of a leader is not to suggest great ideas, but rather to create an atmosphere that fosters the ideas of others.