FiveStep_CreativeProcess_Diagram.pdf

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FIVE-STEP CREATIVE PROCESS
STEFAN MUMAW
The five-step creative process looks like this: Objective Finding, Data Gathering, Problem Design, Ideation, and Selection. In our rush to get to the ideation stage,
we often compress or even eliminate the first three steps of this process. And while this sacrifice may seem necessary in the name of corporate efficiency, each
step is important to developing innovative solutions. This is the complete creative process, first summarized by BBDO co-founder Alex Osborn and Creative
Education Foundation president Sidney Parnes. And while the formal creative strategy they developed was a six-step process, we are going to forgo their last
step, which was to develop a plan for action, and leave that to you.
OBJECTIVE
FINDING
Stay focused on the
ideal state you want
to create rather than
just the solution to
the problem.
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DATA
GATHERING
PROBLEM
DESIGN
IDEATION
The search for
insight starts with
the exercise of data
collection and ends
with the exercise of
deciding which data
is vital, interesting,
and insightful.
After identifying
objectives and
gathering data,
determine whether
the original problem
is still the right
problem to solve.
Don’t solve the
problem during
ideation; generate as
many possibilities as
possible and leave
the judgment of
those possibilities for
the next stage.
Without insight, novelty
in our solutions is nearly
impossible. And without
gathering the data that
informs that insight,
we’re just throwing darts
at the problem, hoping
to hit on something
unique. So the first
hurdle isn’t deciding
what data to gather, it’s
deciding to gather data
at all.
Problem design starts
with evaluating the data
you have gathered and
designing the problem
with your objective in
mind. This may lead to a
new problem, an edited
version of the current
problem, or it may
validate the problem
you began with.
To generate possibilities,
you can use a connection
exercise like idea webs, or
engage in an input
exercise to list descriptive
words or phrases about
the subject or audience.
Or you could even use
the structure of story to
develop recognizable
characteristics within the
problem you are solving.
SELECTION
Be very specific
about what
constitutes a solution
to your problem and
be ruthless in
determining which
ideas meet those
criteria.
Start by finishing the
following question
regarding your problem:
“Wouldn’t it be great if...?”
This is an aspirational
statement, something
that forces you to
imagine the outcome of
your solution.
Before selecting a
direction to pursue,
spend a little time
strengthening or
improving the ideas you
have identified as your
best possibilities. That
may mean combining
some of the ideas into
one or removing parts
of the ideas that keep
them from being
actionable. Then apply
your solution criteria to
what remains.

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