Both things at once

In quantum physics, a particle can exist in two states simultaneously until someone observes it. The moment you measure it, it collapses into one thing. Before that, it's both.

A great creative idea works the same way. Before you show it to the client, it's simultaneously the best idea of the year and a disaster. Both things are true. The presentation is the moment it collapses.

The problem is that most creative processes are designed to eliminate doubt as quickly as possible. Tests, validations, approval committees. All oriented toward making the idea collapse fast, into something predictable, that won't frighten anyone.

Sustained doubt is uncomfortable. It's also where the best ideas live.