Separate the Idea from the Assessment

When generating ideas, teams often try to assess and refine them at the same time.

But that kills momentum.

You can’t be creative and critical in the same breath.

Why is it important to separate ideation from evaluation?

Because they use different muscles. And trying to use both at once weakens both.

Here’s what happens when you assess too early:

• You judge the idea before it’s even finished forming.

• People hold back, worried about looking wrong.

• Wild ideas—the ones that often spark breakthroughs—get shut down too soon.

• The room gets quiet. The energy drops.

Instead, run in two phases:

1. Ideation: all ideas welcome, no judgment, let it flow.

2. Assessment: now look critically—what works, what connects, what builds.

This isn’t just creative theory.

It’s creative oxygen.

Let ideas breathe first.

Then decide which ones deserve the stage.