
Problem StatementState what you want to achieve. This can be open-ended and can change throughout the concept development process. | BrainstormingGenerating ideas without constraint, validation or criticism. |
Backward InventionRemoving features and functions instead of adding them. | Business ExperimentsDesigning tests to discover information or validate concepts. |
Challenging AssumptionsIdentifying and challenging your assumptions. | Concept TestingGet concepts in front of stakeholders such as clients,end-customers or end-users. |
Counterfactual ThinkingThink about how the world might have been fundamentally different. | Creativity of ConstraintsAdd constraints such as a budget or deadline to improve creativity. |
Feasibility StudyDetermine if a concept is feasible. | First PrinciplesApply rules with broad explanatory power that you hold to be true. |
Idea GenerationProcesses of generating untested brave ideas. | Analogical ThinkingUsing analogies to simplify the complex. |
IntegrationCombine different things to develop new concepts. | Idea ScreeningValidating and prioritizing ideas. |
Reverse BrainstormingGenerating reasons that an idea will fail. | Multiple PerspectivesTemporarily adopt a perspective such as a customer with a particular need, background or motivation. |
Multiple MindsetsAdopt different mindsets such as optimism or pessimism. | Creative ControlCooperate and collaborate but make it clear who makes the creative decision. Prevents the process of social compromise that creates mediocrity. |
Inventive StepThe moment of insight that produces an idea that is non-obvious and valuable. | Lead UsersEngaging the advanced and influential users of your products or services. |
Customer AdvocacyUsing customer ideas and feedback to improve your design concept. | Throwaway PrototypeBuilding an inexpensive and fast prototype to test out a concept. |
Evolutionary PrototypeBuilding an expensive version of a concept to advance, refine and sell it. | Design CharretteAn intensive group working session that doesn’t end until you reach a result. |