This is a little embarrassing, but is it a rash?
No, it’s the process of idea generation. And it does
spread around here.
When we generate, develop and communicate new ideas, we’re implementing the creative process called Ideation. And it’s not really about the BIG idea as much as the RIGHT one. So we activate all stages of the thought cycle, from innovation to actualization, which is why we don’t just call it brainstorming.
Here’s a classic Stage Gate for Ideation:
Issues >> Ideas >> Concepts >> Prototype >> Program/Product
Now, we’re rule breakers. So it doesn’t always fit the nice clean model above. But we never abandon the notion that every piece of business we touch needs a slew of brilliant ideas.