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A Lucid Group Thirsty Thursday Special: Beautiful Rejects

Last week, we waved goodbye to the post-holiday blues by welcoming back our legendary Thirsty Thursday sessions! Hosted by the Innovation Champions in Middlesex House, London, and broadcast to all Lucid Group locations globally; including our new DiD colleagues in the US, the kick-off session did not disappoint.

This month’s topic explored the wonders of ideation and the importance of nurturing good ideas and coping with the dismay and frustration of rejection. There really is nothing quite like that heart-sinking moment when you’ve invested valuable hours, days, weeks, even months, gathering insights, generating innovative ideas and crafting a beautiful proposal only for it to be rejected with, “we just don’t think it will get through sign-off”, “it seems a bit too complicated”, “I need to see a case study and some evidence to support this approach first ”, “I wanted something a bit more traditional”, “I think we’ll just stick with the usual approach”.

In some cases, it’s right to reject a radical idea and move on to the next project. However, is it right to never look back and to reject those ideas for good? Maybe we should look back a bit more? What if it was a brilliant idea and it was just the wrong situation or timing? Just because one person didn’t like it, does that make it a bad idea? No, it does not. As 18th century polymath Johann Wolfgang von Goethe famously reflected:

“Daring ideas are like chessmen moved forward; they may be beaten, but they may start a winning game.”

This is why Lucid is launching a new initiative, ‘Beautiful Rejects’: a central repository for everyone to share their initially failed ideas, explore feedback, maybe refine, upcycle, re-invent or simply recycle. To encourage the sharing of ideas there will also be a Beautiful Rejects awards ceremony later this year. This will provide everyone with the chance to showcase and celebrate the best of the best and use the knockbacks to push ourselves forward. As Craig Bruce said:

“Nothing surpasses the beauty and elegance of a bad idea.”

Lucid Group is a multi-capability healthcare communications consultancy with core expertise in medical strategy, creative and brand strategy, motion, digital and technology, behaviour change, metrics and data analytics.

If you’re looking for a new challenge and want to join a purpose-driven organisation that puts people first, please contact Dan Newbury, Senior Talent Sourcer, for a chat via LinkedIn or email

If you’re looking for an agency focused on advancing health outcomes and transforming the lives of those it touches with industry-leading healthcare communications, contact Tanya Goodyear, Director of Transformation and Innovation, via email at

16th September 2021



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