They might be right.

One of my favourite stories of the 60’s and 70’s Ad Men concerns Bill Bernbach.

A child of both the Bronx and the Depression, Bill rose from the mailroom to Chief Executive of Doyle Dane Bernbach, creating and developing an intelligent style of advertising that is recognised and respected even today.  

He is also credited with the idea of putting writers and art directors together as a creative team – until DDB they worked in separate departments. 

One of his personal quirks was that in client meetings, he would sometimes be seen to take out a small piece of card, read it, and place it back in his top pocket.

When a young intern once asked about the card, Bill took it out and revealed the words “They might be right”.

“They might be right”.

The client might be right. The critic might be right. The other opinion might be right.

Bill Bernbach never allowed his confidence in ideas to cross over into arrogance. He never assumed that just because he had an intelligent and elegant mind, no-one else had. 

He didn't presume that the client – or the account handler – couldn't have opinions every bit as valuable as his own.

Understanding that others might be right doesn’t stifle creativity, it adds to it.

It adds a questioning vigour. And an openness and willingness to consider new alternatives. It encourages us to listen to the opinion of others.

Of course, too many times “they” will want you to tone it down, to avoid risks, to try the same old same old.

But that way lies boredom, failure and anonymity.

Looking at things from a new perspective, from the point of view of others, can be a valuable route to new ideas. 

What would the client say if they were in the meeting now? What would our competitors say? What would Bill Bernbach say?

That way lies innovation, and the confidence in your own ideas that comes from having considered all angles.

They might be right. And so might you.