In the world of improv comedy, there’s a foundational rule that can transform not just scenes on a stage, but also meetings in a boardroom, brainstorming sessions, company cultures and quite frankly, your life.
That rule? It’s called “Yes…and.”
Coined and popularized in the world of improvisational theater, the “Yes…and” principle encourages performers to accept what another actor has said (“Yes”) and then expand on it (“…and”) to keep the scene moving forward. It’s credited to early improvisation pioneers like Viola Spolin and Del Close, and it’s not just an acting tip—it’s a mindset.
I have discovered in both my personal and professional lives, I am drawn to and like “Yes…and” people. I try to be one, and I am going to try to convince you to become one too!
At 212 Creative, we’ve embraced this idea in our agency culture, and the results have been transformative. Whether we’re building a website, launching a campaign, or whiteboarding a client’s brand strategy, the energy that comes from “Yes…and” is unmatched.
But what happens when we flip that phrase?
Let’s explore the difference—and why you should care.
“Yes…And” vs. “Yes…But”: A Creativity Killer
Imagine you’re in a creative meeting, and someone tosses out an idea:
“What if we did an animated explainer video…but styled like a retro video game?”
A “Yes…and” response might sound like:
“Yes, and we could even use pixel art to match the theme—and throw in some 8-bit music to really sell it!”
Now let’s rewrite the same moment:
“Yes, but that might be too time-consuming. What if we just use stock footage?”
And just like that… the energy deflates.
The “Yes…but” response pretends to be open—it starts with agreement—but it immediately shuts down the idea that was offered. It signals risk, resistance, and hesitancy. Over time, this stifles creativity. People stop sharing bold ideas. The room gets quieter. Innovation gives way to safety. Not just that idea is dead, but future ideas will have a harder time even being introduced because the “Yes…but” killed the energy, momentum, fun and synergy needed for creativity.
The “Yes…and” approach, on the other hand, builds momentum. It creates a sense of flow, where one idea leads to another, and everyone feels empowered to build something together.
Why “Yes…And” Works
The science and psychology behind creativity confirm what improv comedians have known for decades. Creativity thrives on:
- Psychological safety – People need to feel their ideas won’t be mocked or shut down, but rather, encouraged and added enhanced.
- Momentum – Ideas are easier to grow than to restart.
- Collaboration – The best solutions are often team-built, not solo-sourced.
By saying “Yes…and,” we are:
- Affirming the other person (building safety),
- Contributing to their idea (creating momentum), and
- Collaborating openly (inviting participation).
All of this leads to more innovative thinking—and stronger, more cohesive teams.
The Ripple Effect of a “Yes…And” Culture
At 212 Creative, we’ve seen firsthand how this mindset affects everything from client relationships to internal workflows. When we practice “Yes…and,” a few powerful things happen:
- Ideas get better – Even if the initial idea is rough, the team builds on it until something gold emerges.
- People feel seen and heard – That respect boosts morale and trust.
- Risk-taking increases – Creativity requires risk, and when people aren’t afraid of being shut down, they take more creative swings.
- Energy builds – Positive energy fuels action. Negativity breeds inertia.
A “Yes…but” culture, by contrast, becomes bureaucratic, hesitant, and often dominated by a few loud voices. People censor themselves. Innovation stalls.
Real-World Applications for Leaders and Creatives
This isn’t just a philosophical concept. You can apply it today in your workplace, whether you’re a solo freelancer or leading a 50-person team.
Here’s how:
1. Start Your Brainstorms with “Yes…And” Rules
Before your next creative meeting, lay ground rules: All ideas are accepted. All responses must start with “Yes…and…” for the first 15 minutes.
It’s amazing what emerges when people know their contributions won’t be immediately dissected or shot down.
2. Watch Your Own Language
If you’re a manager, your response sets the tone. Next time someone pitches a wild idea, resist the urge to say “Yes, but…” Instead, say, “Yes…and what if we also tried ___?” or “Yes…and how could we test that?”
Even when a suggestion is impractical, affirm the spirit of the idea before discussing constraints. Acknowledge the effort it took to take a risk and throw out that first pitch of an idea. That is an act of courage and should be celebrated, even if the idea doesn’t go anywhere.
3. Practice Improv Exercises with Your Team
You don’t need to be funny or extroverted to benefit. Try a 5-minute “Yes…and” exercise where team members build a fictional product or story one line at a time. Laughter is almost guaranteed—and so is better collaboration.
4. Reflect on Past Interactions
When was the last time someone said “yes…but” to your idea? How did it feel? How did it affect your motivation to share next time?
Then flip it. When have you used “yes…but” on others? What could you have said instead?
Awareness is the first step toward change.
5. Turn Objections Into Possibilities
Even when constraints are real (budget, time, resources), you can still “yes…and” your way through:
“Yes, and we could simplify the animation so it fits the budget.”
“Yes, and if we delay the launch a week, we could test both versions.”
Dreamers Welcome
Creativity isn’t about being the smartest person in the room—it’s about being the most open person in the room. When people feel encouraged to dream, contribute, and collaborate, the results are often extraordinary.
At 212 Creative, we’ve made “Yes…and” part of our culture—not just because it’s a nice thing to do, but because it works. It’s how we go from idea to impact. From concept to campaign. From good to unforgettable.
So the next time someone pitches a wild idea, don’t play it safe. Say yes…and!
Yes…and let’s see where it takes us. For all of your website, SEO, Graphic Design and branding needs, check us out at 212creative.com. Call us. Let’s begin. (586) 210-5125.
Sources & Further Reading:
- Spolin, Viola. Improvisation for the Theater. Northwestern University Press.
Leonard, Kim. “What ‘Yes, And’ Actually Means in Improv—and in Real Life.” Second City Works Blog, 2018.