Everyone doesn't have to be right. Everyone just has to be included.

Machiavelli told us it is better to be feared than loved. But Machiavelli would make a terrible marketer.

Input is important. Listening, writing down, and showing that you heard what everyone said. Once you have their input, you can use consumers to tell them that it is not cogent. But if you tell them their Idea doesn’t matter, whether that is by action or directly, they will tell you your Idea doesn’t matter.

The start of any Idea generating process should be consensus building. This is when concepts are inexpensive and plentiful. Court them from everyone. Make sure your problem children get special attention.

When they are heard, they will listen. When they have been included on the input they will have ownership of the output.

Build consensus and you can build an Idea that permeates your organization.