The best ideas spring from necessity. And the best creative springs from an environment that allows, almost encourages, mistakes.
Allowing mistakes means that a person can suspend disbelief in the thoughts of others, perhaps even in the laws of physics, for a period of time. When this happens, those in the conversation begin with an open (and friendly) mind where all things are possible. This is playing well with others.
Have a glad attitude.
The companion to this practice is having a glad attitude. It's an approach where the glass is always half-full, or laugh-full, as we like to say. While playing well (suspending disbelief) is a temporary state, a glad attitude is a permanent state. It's the opposite of a bad attitude. Or, more to the point, the opposite of a suspicious attitude.
The creative atmosphere is collaborative, for client and creative teams. If a suspicious attitude is the order of the day, then most new ideas are met with a suspicion. In this context, ideas that are new (and the least bit uncomfortable) lose steam, or get squashed on the launch pad before they begin to spark to life.
A glad attitude is a permanent state in which all players in the collaboration trust the motives of all other players. They trust that all players have the best interests of the project as the basis for any suggestion. All ideas are heard. Rough layouts get a chance to make it to the next round.
Is it outright wrong or is it outright right?
This is not to say that there won't be bad ideas, outright wrong concepts and directions, or stunningly wrong layouts. Culling those out is part of the process.
In the best projects with the best business outcomes, it's frequently the case that a concept that seemed oddly off the mark at first blush was the idea that made it to the final, successful creative execution and market realization. Concepts like that don't often stand a chance in the midst of a suspicious attitude.
