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!
It’s as if we’ve broken the ice with the worst possible idea, and now that the discussion has started, people suddenly get very creative. I call it the McDonald’s Theory: people are inspired to come up with good ideas to ward off bad ones.
This is a technique I use a lot at work. Projects start in different ways. Sometimes you’re handed a formal brief. Sometimes you hear a rumor that something might be coming so you start thinking about it early. Other times you’ve been playing with an idea for months or years before sharing with your team. There’s no defined process for all creative work, but I’ve come to believe that all creative endeavors share one thing: the second step is easier than the first. Always.
Anne Lamott advocates “shitty first drafts,” Nike tells us to “Just Do It,” and I recommend McDonald’s just to get people so grossed out they come up with a better idea. It’s all the same thing. Lamott, Nike, and McDonald’s Theory are all saying that the first step isn’t as hard as we make it out to be. Once I got an email from Steve Jobs, and it was just one word: “Go!” Exactly. Dive in. Do. Stop over-thinking it.
The next time you have an idea rolling around in your head, find the courage to quiet your…
