Working in the world of innovation and creativity you hear a lot of talk about ‘ideas’. In the vernacular of innovation, the emphasis placed on ideas is overdone. It’s Saccharin sweet. You can see this in the cynicism some people have towards brainstorming: there’s a perception that it’s all happy clappy fluffy hot air and no action. Personally I think they’re right to be cynical. The real challenge is that most people are jumping to the middle of the creative process (probably because there’s a thing called brainstorming they’ve heard of and that’s what they associate with being creative in a team). All too often the start and the ‘end’ of the process are skipped over – the two most important place to invest time. – Read More –