This is true and more important than it sounds. There is also the problem that a lot of people think that they will have to invest a lot in an idea to see if it

This is true and more important than it sounds. There is also the problem that a lot of people think that they will have to invest a lot in an idea to see if it will work which means that unless something sounds completely brilliant, there will always be friction to try it. This IMO is what causes creativity to not respected, because people try to use their opinions or common sense to evaluate ideas (because of the perceived high cost of actually evaluating ideas by implementing them) instead of relying on cold hard data. We know is that a good number of the best ideas start out sounding really silly at first, if not they would already exist (right?) So it stands to reason that people would scoff at creative ideas because they would generally not "make sense" to the average person. That is why it is important to come up with a process or culture that allows you to quickly run an idea through its paces, to validate or invalidate it using data. Making it cheap to entertain ideas in the same way git makes it easy to create and throw away branches. I think that this is why you find that at the most innovative companies this is exactly what happens, and as soon as this culture of quickly validating ideas goes away, the company starts its slow decline.