As an entrepreneur managing diverse groups, one thing I’ve learned is that words shape outcomes.
The phrases we use repeatedly can either inspire people to push boundaries or make them keep their heads down and play it safe.
And if you’re aiming for serious forward thinking, safety isn’t exactly the recipe for disruptive ideas.
Innovation isn’t just about fancy tech platforms or massive R&D budgets—it’s about creating the right environment for new ideas to flourish.
And that environment starts with the tone we set as leaders, managers, or business owners.
You can have the most talented people in the room, but if they don’t feel comfortable voicing their unconventional ideas, you won’t get any real breakthroughs.
Below, I’m diving into five toxic phrases that you’ll want to banish from your vocabulary if you’re serious about building a culture where creativity can soar.
Let’s jump right in.
1. “That’s not how we do things around here.”
In the early days of my career, I remember an older colleague who’d rattle off this line whenever anyone suggested a fresh approach.
It had the same effect every time—people would clam up and never bring up new ideas again.
The underlying message? Tradition trumps innovation.
Sure, there’s value in tried-and-true methods, but if we cling to them too tightly, we miss out on evolving.
Here at Small Biz Technology, we can’t help but notice how fast business landscapes shift. A strategy that worked wonders a couple of years ago can quickly become outdated.
When someone suggests a different method—be it a new app integration or a twist on customer outreach—shutting them down with a statement about “how things are done” is the quickest way to stagnate.
If your team believes that you’re unwilling to adapt, they’ll stop proposing anything new.
A better approach might be, “That’s interesting. Can you walk me through how you see this working?”
That small pivot opens the door to a conversation, rather than slamming it shut. It signals you’re at least willing to explore new angles.
Embracing that curiosity is often step one in nurturing the spark that leads to meaningful innovation.
2. “Who’s going to pay for that?”
I’ve sat in countless brainstorming sessions where a bold suggestion gets shot down the moment someone utters, “Who’s going to pay for that?”
On the surface, it’s a legitimate question. But when tossed out as a knee-jerk reaction, it can immediately kill momentum.
Sure, budget matters, but if you hammer the financial question too soon, the team starts to feel like any idea with a price tag is off-limits.
That sense of scarcity can stunt creative thinking faster than any logistical snag.
A more productive approach might be, “Let’s figure out if this is worth the investment—how would we measure ROI?”
That way, you acknowledge the cost factor without crushing the concept. It signals that you’re open to discovering whether the idea could bring enough value to justify the spend.
Innovation often demands risk, and risk usually involves finances. By at least entertaining the possibility that the payoff might exceed the cost, you keep your team in an exploratory frame of mind.
3. “We’ll handle it later.”
When was the last time you took a brilliant idea and tossed it on a “later” pile, only to forget about it completely?
I used to do this all the time, especially when juggling multiple projects. Of course, there’s a need to prioritize and not chase every shiny object that comes your way, but an indefinite delay often means the idea never sees the light of day.
It’s like telling your team that their brilliant insights aren’t quite urgent enough for you to pay attention.
When you perpetually postpone fresh concepts or conversation-starters, you inadvertently condition your team to keep their best ideas on hold.
That can be lethal to a culture of constant innovation.
Instead of pushing an idea off to “later,” try offering a realistic timeframe for when you’ll revisit it. Make a note on the calendar or set up a quick brainstorming session in a couple of weeks.
The key is to show that you respect your team’s ideas enough to give them a fighting chance.
Even if the concept isn’t perfect in its initial form, providing clarity about when and how you’ll return to it maintains momentum. And in the realm of innovation, momentum is everything.
4. “Stick to your job.”
Nothing crushes creativity faster than being told to stay in your lane.
I can’t count how many times I’ve seen a brilliant insight come from someone who wasn’t officially in charge of that particular area.
One of the best product ideas I ever saw came from a customer service rep who understood the client’s pain points far better than the higher-ups did.
As James Clear has said, “Every action you take is a vote for the type of person you wish to become.”
I’d argue that every word you say to your team is also a vote for the kind of culture you want to create.
If you’re shutting people down with “Stick to your job,” you’re essentially telling them their perspective doesn’t matter outside of their current role.
That not only stalls innovation but also hinders personal growth within your team.
You never know who’s quietly brainstorming a game-changing idea—and it might be someone from finance, operations, or HR, areas you wouldn’t typically associate with product development or creative strategy.
A better line might be, “That’s an interesting angle. How do you see it fitting in with our goals?”
It invites cross-departmental thinking and tells your team that ideas are welcome from anywhere.
That small tweak can lead to bigger conversations and might just reveal the next big thing for your business.
5. “This idea isn’t on brand.”
I once had a boss who would dismiss anything unconventional by claiming it wasn’t in line with the company’s “brand values.”
Truth be told, sometimes that was a valid reason—consistency does matter. But other times, it was simply a way to avoid changing up the status quo.
If you’ve got a clearly defined brand that resonates, by all means, stick to it.
But if you’re hearing “That’s off-brand” any time someone suggests pushing boundaries, you may be missing opportunities to evolve.
Brand guidelines should serve as a framework, not a cage. If an idea challenges your current positioning, it might highlight a gap in your brand’s approach to the market.
Perhaps it’s time to reevaluate how your brand is perceived, or even expand it to accommodate new directions.
After all, businesses that stand the test of time often reinvent themselves multiple times.
In Start with Why, Simon Sinek notes that “People don’t buy what you do; they buy why you do it.”
If the idea aligns with your deeper “why,” maybe it’s more on-brand than you initially realized.
Instead of outright dismissing something as “off-brand,” ask, “How can we incorporate this into our brand values?”
This transforms a potential dismissal into a creative exercise. The brand remains the guiding principle, but now you’re actually exploring whether your brand could adapt or grow, rather than staying stuck in one mode.
Final words
That’s it for this one, folks. I hope you found some insights into how seemingly small phrases can make or break the culture of innovation you’re trying to build.
It’s not that we need to be hyper-vigilant about every single word we say—mistakes will happen, and there will be times we slip into old habits.
The point is to create an environment where new ideas feel truly welcome, where people aren’t intimidated by preconceived notions or a rigid sense of “how things are done.”
Changing your choice of words might feel like a small tweak, but it often leads to a big shift in how your team perceives their freedom to innovate.
When your team knows their fresh perspectives won’t be shot down, they’ll bring more and more of those fresh perspectives to the table.
And that’s how you stay ahead in a constantly evolving business world.
Until next time—keep pushing boundaries, keep an open mind, and maybe take a second look at the “out there” idea your team dropped in the suggestion box last week. You never know what might spark your next big breakthrough.
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