In A Whack on the Side of the Head, Roger suggests that clarity is essential for communication but can be limiting when it comes to ideation. In essence, when we don't embrace the multi-faceted nature of problems we often rush to simple and incomplete solutions (typically selecting the first logical solution that comes to mind). Similarly, Roger believes that errors "are a sign that you are diverging from the well-traveled path" since an error can be "a stepping-stone to some new idea you might not have otherwise discovered." He goes onto suggest that you must "strengthen your 'risk muscle.' Everyone has one, but you have to exercise it, or else it will atrophy. Make it a point to take at least one risk every twenty-four hours." Routinely, I help leadership teams enter a playful and safe ideation space before we tackle serious customer experience challenges. In what ways do you and your team embrace ambiguity?

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