Start with Strategic Clarity
The first step in delivering great ideas is achieving strategic clarity. Before diving into brainstorming, take the time to fully understand the brief. Ask yourself what problem you are solving, who the target audience is, and what the desired outcome should be. These questions are not just for the sake of formality – they set the foundation for ideas that are not only creative but also relevant and effective.
Create an Environment That Encourages Ideas
Creative thinking flourishes when people feel safe, inspired and included. A change of setting, a mix of perspectives from across your team, and a few ground rules to encourage open conversation can all help build the right atmosphere. People need to feel that their input is valued and that they are free to share ideas, no matter how rough or unconventional they may seem at first.
Use Frameworks to Structure Creativity
While free-flow brainstorming has its place, using established frameworks can take your thinking further. Techniques like SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse), “What if” scenarios, or exploring how another brand might tackle the same challenge can all unlock new angles. These tools give shape to creative exploration and prevent sessions from drifting aimlessly.
Focus on Quantity Before Quality
In the early stages of ideation, quantity should take priority over quality. Encourage your team to produce as many ideas as possible without stopping to judge them. Set time limits to maintain momentum and welcome ideas that may seem unrealistic at first. Often, those wild ideas contain the seed of something brilliant once refined.
Refine With Purpose
After generating a broad range of ideas, shift gears to focus on refinement. This is where you bring in strategic thinking to evaluate which ideas are worth developing further. Ask whether the idea delivers on the brief, whether it stands out, and whether it can be executed with the resources and time available. Be prepared to edit and streamline. The best ideas are not always the flashiest – they are the ones that are most aligned with your objectives.
Present the Idea Clearly
Once you have chosen the strongest concept, it is time to present it effectively. A good idea needs a compelling narrative and visual expression. Give the concept a clear, memorable name. Build a story around it, explaining the insight behind it, the creative approach, and the potential impact. Use mood boards, sketches or mock-ups to help others visualise the idea and see its potential.
Test and Evolve
If possible, take your concept through a light testing phase. This could involve getting informal feedback from users, building a prototype, or presenting it to a small group of stakeholders. Testing helps ensure your idea resonates with the intended audience and gives you the chance to make small adjustments before going fully live.
