How do you generate diverse and creative concepts in a team setting?

2 Diverge and converge

Once you have a problem statement, you can start generating concepts. The concept generation process consists of two phases: divergence and convergence. In the divergence phase, you want to generate as many ideas as possible, without judging or filtering them. You can use techniques like brainstorming, mind mapping, sketching, or SCAMPER to stimulate your creativity. In the convergence phase, you want to narrow down and select the most promising ideas, based on criteria like feasibility, desirability, and viability. You can use techniques like dot voting, clustering, or SWOT analysis to evaluate and prioritize your concepts.

3 Mix and match

One way to generate diverse and creative concepts is to combine and recombine different elements from your existing ideas. You can use techniques like morphological analysis, matrix analysis, or mash-ups to create new combinations and variations of your concepts. For example, you can use a matrix analysis to cross different features, functions, or formats of your concepts, and see what new possibilities emerge. You can also use analogies, metaphors, or random words to inspire new connections and associations.

4 Seek feedback

Feedback is essential for improving and refining your concepts. You can seek feedback from your team members, your stakeholders, or your potential users. You can use techniques like the feedback grid, the feedback sandwich, or the feedback loop to structure and facilitate your feedback sessions. Feedback should be constructive, specific, and actionable. You should also be open-minded, respectful, and appreciative of the feedback you receive and give.

5 Iterate and prototype

The concept generation process is not linear, but iterative. You should be ready to test, validate, and improve your concepts based on feedback and evidence. You can use techniques like prototyping, experimenting, or testing to create tangible representations of your concepts and see how they work in reality. Prototyping can help you communicate your concepts, gather feedback, and identify issues and opportunities. You can use different levels of fidelity, from low to high, depending on your purpose and resources.

6 Celebrate and share

Finally, you should celebrate and share your concepts with your team and your audience. Celebrating and sharing can help you acknowledge your achievements, recognize your efforts, and motivate your team. You can use techniques like storytelling, pitching, or demoing to present your concepts in a compelling and engaging way. You can also use techniques like documentation, reflection, or feedback to capture your learnings, insights, and recommendations for future concept generation projects.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?