How to think creatively about thinking creatively
By Michael Flanagan
Ideation is the punchline
Moving headlong into the brainstorming phase (or what designers call the "ideation" phase) of a product development program is like rushing to the punchline before properly setting up a joke.
Remember that upfront research will not be quantitative. It's not meant to be. And the techniques may not end up yielding tangible results every time. But with innovation at such a premium, investing a little in new techniques is well worth the risk.
It is important to resist the urge to start brainstorming product concepts too early in the process. Instead, channel that creative energy toward developing new tools and techniques for understanding what it is you're working with. But remember that this upfront research will not be quantitative. It's not meant to be. And the techniques may not end up yielding tangible results every time. But with innovation at such a premium, investing a little in new techniques is well worth the risk.
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