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Ideas - the heart of every creative process

17 Jul, 2012

“Ideas are the beginning points of all fortunes.”

Creative Thinking

Try developing an Idea Brief (a sentence, or two, that will sum up the project and frame it as a problem statement) after you have completed the research. Treat this simple sentence like a question that has to be answered and you should keep referring it to when you’re working though ideas. In order to start the idea process, take out your sketchbook, sit in a comfortable position and start doodling. Once your thinking process begins, start taking notes and move from one idea to another quickly.

Inspiration

Inspiration is different for everyone; what one person thinks is useless can be everything meaningful for someone else. Inspiration and insights are essential for generating ideas. Inspiration can come from all sorts of places like music, printed stuff or a long walk by the beach. They send you in directions that haven’t yet been explored. Flyers that you find in theatres, cinemas and information centers are great sources of inspiration too.

Structured Ideas Sessions

Waiting for sparks of inspiration for ideas can be a little tricky. But don’t worry a good tool to help you is brainstorming which is also called ideas sessions. These are group activities that take place with key members of the project team. In order for your ideas to be taken seriously, you need to discuss it with important people like the CEO, or Marketing Director. Facilitator is another important member of an ideas session. They are responsible for squeezing out the best ideas the team has to offer.
Here’s how an ideas session should be conducted:

  • Get your attendees to bring a random object
  • Reveal the brief to them
  • Tell them the rules of brainstorming
  • First Burst occurs (helps in getting out the obvious ideas out on paper before moving on. They are the safest, less risky ideas).
  • Then start the Stimulus (a way to coax the ideas out of the attendees by a facilitator). It includes:
  • The Four R’s (a tool for steering ideas generation without a session)
  • Passionometer (a fancy name for some stickers where the facilitator will study the ideas one by one and will rate them).

After all this process is done, you can shortlist the most highly rated ideas and you are ready to enter the next phase of development.

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