Saying "yes, and" is a fundamental way thinking in improvisational comedy. By accepting what a previous participant has suggested ("yes"), and then building on it ("and"), the stage is set for greatness. I often wonder if designers, too, could benefit from this mindset – especially when receiving feedback.

Ask any designer about client feedback, and they'll rehash some version of "make my logo bigger", "make it pop", or "make it more buttony". We love complaining about inept clients who unwittingly find themselves a meme, forever reinforcing the narrative that the Designer Knows Best. But do we?

Sometimes, saying "yes, and" – even to the most banal suggestion – reveals flaws in our work or opens doors to improve it. If a button doesn't feel "buttony" enough, maybe there's some way to alleviate that. If someone wants a logo bigger, maybe there's a reasonable argument as to why. If someone wants a cat in their navigation, maybe it could actually work. (I'm looking at you, Smashing Magazine).

Of course, expertise and years of hard-earned experience trump stupidity – as they should. But in my experience, stupidity is often just curiosity in disguise. By thinking "yes, and" instead of "no way", I've found that exploring avenues I initially resist inevitably makes my work better. Great ideas hide in places you wouldn't expect.

Illustration by Lulu