Article: Good Idea Generation
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Good Idea Generation
It seems incongruous that good idea generation can be a process or that a process may lead to insight. However, if you examine the behaviour of people who regularly generate good ideas ? such as creatives in advertising - you will find that common patterns of behaviour do emerge and it is possible to make insight more likely.
a)Creativity is often triggered by the need to solve a problem. People who generate good ideas tend to clearly identify the problem through a tangible process. They will look at a problem from various perspectives, create multiple definitions of it and ask many others to contribute to the precise nature and basic qualities of the problem as they see it.
b)Problems require intense investigation. People who generate good ideas intensely i...
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