Author: andys

Define the base principles to reason more clearly. Question what’s actually fundamental to bring the problem (and solution) into sharper relief. What unnecessary assumptions are being made? What if we had to make everything from scratch?

About 80% of the output tends to come from 20% of the input. How might we optimise by focussing on the most relevant factors? How can we design for the primary audience or most valuable outcome?

Failing to provide a clear and compelling brief does not, contrary to popular opinion, ‘open up’ creativity. Use the briefing template at schoolofthought.org/brief or at least provide a clear objective in the form of a single simple sentence

Meta-brainstorm different perspectives and archetypes that might be relevant for your particular situation. For example, if you have a marketing problem you might suggest different kinds of customers and business stakeholders. Then generate ideas from their perspectives.

How might different kinds of artists interpret this problem? Brainstorm from the perspective of a visual artist, thespian, fashion designer, advertising creative, product designer, UX designer, or poet.

Pretend you’re an entrepreneur who is aiming to shake up the industry or status quo with a new vision for what might be. What would a disruptor do to challenge the existing order with a new take on things? How could you forge a new path?

What would an alien make of this brief? By writing from the perspective of an extraterrestrial we can discover insights and assumptions to help us think in a more ‘first principles’ way. Check out the Strange Planet comics online for inspiration for alien perspectives.

Imagine you’re a famous comedian who fits the tone of the brief. What would they joke about? What’s an irreverent insight? Is there an elephant in the room that needs to be outed?

What would you think if you knew nothing about this? How might a child interpret the problem or solution? What’s the obvious solution and why is it good or bad?

How can we break new ground? Are we thinking too locally? If we could rewrite the rules, what would we do differently? How might someone from a different culture approach this?