Ideation

Separate what the brief asks for from what the requester actually needs.see more

Distil scattered research into decision-relevant inputs before generating any ideas.see more

Flip the brief's goal, solve the inverse, then transfer the best ideas back.see more

Impose a contradicting constraint and generate what becomes possible inside it.see more

Map your brief to a parallel challenge elsewhere and transfer the solution logic back.see more

Build the strongest case against the current direction before committing effort.see more

Rebuild the brief for a radically different audience and see what survives the swap.see more

Name the default template your thinking follows, then break from it entirely.see more

Merge the strongest elements from competing directions into a single hybrid.see more

Find where the direction drifts generically and what makes it unmistakably this brief.see more

Evaluate competing directions against the brief's criteria and recommend one.see more

Convert the chosen direction into a handoff-ready brief with clear success criteria.see more

Frame the direction as a stakeholder argument — objections anticipated, risk named.see more