In fact, In an Alice of Wonderland world, because it takes more billable hours to get a bad idea revised before it is brought up front to customers, Advertisers actually reward an agency more when it comes up with a bad idea.

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Say a product designer comes up with an idea for a pedometer armband.

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Henry Ford is watching the way his cars are made and comes up with an idea to streamline manufacturing and cut costs: the assembly line.

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An entrepeneur comes up with an idea for a business.

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When someone comes up with an idea, no matter what you might think of it initially, encourage the person to try it out on a small scale to see if it works.

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