The Creative Process

Everybody has their own creative process

The creative process - 
Types of thinking (Conscious, unconscious)
Types of reasoning (Deductive, inductive)
Non linear (Lateral, tangential)
Process within process (state of flux, unique)

The 5 I's

1. Investigation 
2. Insights
3. Ideas
4. Inspiration 
5. Interaction 

Investigation - 

Primary research - New knowledge

Secondary research - Existing knowledge 

• Connected curiosity 
• The 6 W's (what. when, where, why, how)
• Investigate, question, challenge, analyse, diverge
• deconstruct and understand 
• Critical thinking 
• Brief, problem, target, relationships, barriers, opportunities
• Trends
• Cultures
• Society 

Quantitative and qualitative research 

Depth and breadth

Insights - 

• Crucial yet lack of shared understanding 
• relationships 

Ideas - 

• Ideation 
• Techniques
• Tools
• Testing
• Criticism
• Ideas within ideas
• The big idea - defined and stated
• Originality vs. freshness

Idea techniques - 

• Brainstorming 
• Free writing 
• Alternative perspective
• Lateral (De Bono's work)
• Tangential 
• Oblique (Oblique strategies) 

Imagination - 

• Dreaming 
• Fantasy 
• Creativity 
• Lateral 
• Unconscious

Inspiration - 

• The consumer 
• Profile
• Touch points 
• Triggers
• Channels
• Influencers 
• Reward