Why the Word "Just" Scares Me

I have been thinking alot about this little word "just." It seems pretty innocent and it definitely doesn't feel threatening. However, this word is one of the most dangerous words an innovator can hear. Why is that?

Think about it. If you are in a brainstorming session working on your new idea and a colleague of your says, "I know how to solve that issue. Just . . ." A few things have happened in this moment:
1. A solution has been presented but minimized and made to sound simple or without difficulty.
2. Expectations have been set and people are expecting that "just" will turn into "done."

But we all know that no innovation every was "just" anything. There are thousands of rabbit trails, countless false starts and a myriad of failures along the way.

Next time you hear the word "just" don't ignore it. Stop the conversation and challenge the statement. An innovation culture is one where the word "just" is banned from the conversation.