80% of the idea we generate don’t have a chance of making it to the shortlist of workable ideas. Volume matters. We need to generate as many options as possible to increase the pool of options for decision-makers to stretch their perspectives and find the optimal solution. If the leaders of St Louis had limited the options they’d consider, we’d have a knock-off of Paris’ Arc de Triomphe instead of Eero Saarinen’s Gateway Arch. Go for scale. Embrace the ridiculous. Give yourself options.