To present an idea or proposal to see how others react to it; to test public or organizational opinion before making a commitment.
This phrase originated in American advertising agencies in the 1950s, coined by Madison Avenue executives who used the image of raising a flag to see which way the wind blows. It became popular corporate speak for testing ideas without full commitment.
The genius of this phrase is in its built-in escape route - flags can be quickly lowered if they don't fly well. It perfectly captures the risk-averse nature of corporate culture, where ideas must be tested and validated before anyone takes real responsibility for them.
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