“GETTING STUPID CAN BE a mighty smart thing to do if you want to build an innovative company. Thinking up the dumbest, most ridiculous, and most impractical things you can do is a powerful way to explore your assumptions about the world. It helps elicit what you know and believe but may have a hard time articulating, perhaps because it is so obvious you don’t even notice it. It also helps you imagine what might happen if your dearest beliefs turn out to be dead wrong. And thinking up the most ridiculous things you can do—and then thinking about why you might do them—creates a broader palette of options. This weird idea works because it sparks two essential forces for constant innovation: variance and vu ja de.”