Like actually, have an exercise it making it as terrible as it can possibly be. Make it fundamentally bad, comically bad. Make it anti-everything. Totally disregard the brief, the strategy, the input from everyone. Go completely off-piste.
By being intentional with our quest for the worst version of the thing, we’ll likely end up knowing what not to do in the end. But being bad by design does more than that. It reframes what we consider good, or great, at all. Bad is often different, original, funny and weird. Which is good. Actually, it’s great. So be wrong. Be terrible. Be shit.
