Uncertainty is one of the most psychologically distressing phenomena we experience as human beings. For this reason, we long for what social psychologist Arie Kruglanski called “cognitive closure,” which he defined as an “individuals’ desire for a firm answer to a question and an aversion toward ambiguity.”

This disdain for ambiguity wreaks havoc on our ability to generate new ideas! It’s not surprising to me that one recent study found that most brainstorms never generate more than two ideas: folks are eager to get the uncertainty inherent in new idea generation over as quickly as possible. “If we convince ourselves that we’ve solved the problem, we don’t have to wonder anymore…” (which is not objectively true, by the way)

The problem is, our first ideas are rarely the most original! So while “closing” a problem (ie cease searching for solution) is highly efficient if our goal is to eliminate uncertainty as quickly as possible, yet it is not very effective, if our goal is to scratch more than the very surface of the realm of possible fitting solutions. Furthermore, our creativity doesn’t degrade nearly as quickly as we might fear, so there’s no harm in enduring a little more time generating ideas.

The key is to be aware of this longing for closure, knowing that it’s often only superficially and temporarily achieved, and to resist the impulse to latch onto the first idea that pops into your head, or onto the white board. Resist the well-established tendency to declare the solution good enough, and give yourself space to continue to generate. You will be surprised by the results!

The practice of an idea quota — forcing yourself to generate a specified quantity of ideas (say, 10) before selecting — is a helpful remedy. Apart from actually generating more novel solutions, it also affords a visceral experience of deferring judgment, which is incredibly valuable from a muscle memory perspective. Even if they’re “bad ideas,” they’ve served a valuable purpose in expanding your thinking.

After all, the cost of a bad idea is exceedingly low.

Related: Don’t Hastily Abandon Divergent Thinking

Click here to subscribe to Paint & Pipette, the weekly digest of these daily posts.