We've all been there – stuck in a frustrating brainstorming session where every idea gets shut down before it has a chance to breathe. The vibe in the room is a collective shrug of "meh" as the suggestions get more and more lukewarm until everyone mentally checks out.

What if there was there was a simple trick to transform these lackluster meetings into creative flow states? A way to crank the innovation up to 11 and have genius ideas flowing like an open bar at an open mic night? 

The magic words are: "Yes, and"

It might sound too simple to be true. But this improv technique used by comedy legends is a game-changer when it comes to unlocking creativity. 

Humans are hard-wired to say no or do nothing by default, but the concept of “yes, and” can change our approach to receiving new ideas in the business world. Instead of giving a hard “no” or even a “yes, but” (a “no,” but repackaged in a nicer box), you accept them by saying "yes." But then you build on the idea by adding "and..." to further expand the concept in an unexpected direction.

Here’s a simple improv exercise Kelly Leonard, VP of Second City Improv Theater, shares: 

Partner A pitches ideas for an event to Partner B, who must say “no” to every idea, no matter what. Predictably, it’s not a good feeling having every one of your ideas shut down ruthlessly. But then they switch roles, and Partner A must say “yes, but” to every idea. It’s still a no, but not a hard no. Usually, this approach gets a 50/50 response on if it’s better than a direct “no.” 

The third approach is to respond to every idea with “yes, and” no matter how ridiculous the idea is. 

For example: 

"What if we made a line of pizza-scented perfumes?"

"Yes! And they could come in varieties like pepperoni, anchovy, and garlic breadstick."

By suspending disbelief and rolling with the punches, you open up vast new creative territory. Constraints like budget and physics go out the window as you giggle and riff off each other's most outlandish suggestions.

That's the power of "Yes, and." It frees your mind from its typical restraints and shame spirals. It encourages piggybacking on even the weirdest notions rather than nitpicking them to death. An aura of playfulness and momentum builds as your team drinks in its own enthusiasm.

This is exactly how Kelly looks at it when they use this exercise at the theater, too. He says, “Nothing that is truly innovative looks like it makes sense.” He urges us to keep an open mind about the ideas we hear from others because you never know which one could strike gold.

So next time your team is struggling to come up with fresh ideas, maybe give "Yes, and" a try.

Who knows? By simply saying "Yes, and..." to the odd suggestion about artisanal pizza perfume, your company could one day lead the niche market for avant-garde cologne. Or maybe you'll stumble upon something even more innovative and unexpected. The only way to find out is to step confidently into the "Yes, and" mindset.

If you’re ready to unlock the power of “Yes, and” in your agency, join us on the Question Everything podcast for our full interview with Kelly Leonard. And if you missed part 1, be sure to check that out here.