Idea Generation

7 Surefire Strategies

Stuck? Fresh out of ideas and facing a deadline? Feeling pressure to perform?

Perhaps you're charged with updating an aging Web site. Or you're launching a product and don't know how to name it, package it, differentiate it. Or you need a compelling campaign theme to carry you through next year. Or your sales force is demanding better, more relevant tools — now.

Whatever your challenge, these seven strategies can help you generate ideas quickly and painlessly.

1. Zero in

What, exactly, is the task before you? State it clearly — in one sentence, if possible. This may take time, but it's worth it. "A problem well stated is half solved," said American pragmatist John Dewey.

2. Take off

Start thinking and don't hold back. Write down or sketch everything that comes to mind. Don't get hung up on the right answer. There isn't one. Not comfortable free-associating? Then force yourself to think in patterns: What's similar? What's opposite? What's more specific? What's more general? What does it look like, sound like, smell like? Keep going.

3. Defer judgment

Don't police yourself. And don't let other people police you, either. We've all met them: those with strong opinions and no ideas. Ask them, politely, to leave. They can help later (perhaps), when it's time to refine your top choices.

4. Mix it up

Those ideas of yours? Scramble them. Those images you gathered? Rearrange them. What you created in sequence should now be taken apart. Look for new patterns. Force random combinations. Value novelty. You'll get a fresh perspective. And even more ideas.

5. Take a break

Ignore whatever needs solving. Immerse yourself in something entirely different. Read a book or browse a magazine completely unrelated to your task. Let time pass. If you've done the work above, your subconscious will pick up where you left off. Just make sure you have a notepad handy.

6. Be decisive

Select your three best ideas. You simply can't use everything you created. (It's okay to grieve.) Then circle back to the problem statement you identified in step one. Do the ideas still work?

7. Refine and persuade

Polish your top three ideas, but don't overwork them. Know when it's time to stop. Write rationales that prove their merit. Convince yourself — and others. Then take a deep breath, choose one, and commit.

View Larsen portfolio

All company, service, and product names referenced here are the trademarks of their respective companies.

Interested in hearing a Larsen speaker? We have experts on design, branding, marketing, interactive. Want to republish this content in your newsletter? Please contact us.

Interested in hearing a Larsen speaker? We have experts on design, branding, marketing, interactive. Want to republish this content in your newsletter? Please contact us at info@larsen.com

© 2005-2010 Larsen Design Office, Inc. All rights reserved.
Reproduction of material from Larsen inSights without written permission is prohibited.