How can you determine when to move from problem analysis to ideation?

Deciding when to transition from problem analysis to ideation in problem-solving is like knowing when to shift gears in a car for optimal performance. ?? Once you have a comprehensive understanding of the problem, with its causes and effects thoroughly examined, it's time. If additional analysis isn't yielding new insights, and you're starting to go in circles, that's a cue. Ensure that key stakeholders agree on the problem statement. When there's a consensus that you understand the challenge well enough to begin exploring solutions, engage the ideation gear. Remember, perfect clarity isn't always possible, but sufficient understanding is key to move forward effectively.

Idea generation is not something that gets turned on and off like a light switch -- it souls be ever-present -And remember "Ideas don't know their parents"

Ideas are the base for everything today. From designing a car to ads to promote that car, all begin with an idea. Ideation allows creatives to let their minds flow without any filters. This unrestrained approach unravels insights that a logical mind may dismiss. It allows for a shift in point of view, the cliche of thinking out of the box begins with just ideation. In a nutshell, ideation is the beginning of everything creative.

In advertising strategy there are a few pointers. When you can give someone a very simple explanation of the problem, it can mean that you have got down to the essence of what you need to solve. Sometimes this can involve a surprising amount of work! One tool I have used is the 'five whys'. Keep asking yourself 'why' until you get to something that feels like it might be at the base of your problem.

Often when a creative concept doesn't resonate with an audience then it means we haven't gone deeper into their problem. Its like someone giving you advice from their experience, but you can't fully absord the advice because it doesn't include your variables/circumstance. If the ideas feel surface-level or as if they could be applied to any brand/audience then 9/10 you need to dive deeper into the problem.

If your ideas are similar to other competitors in the market, then you definitely need to think more. Similar ideas also suggest that the starting point, the differentiator is not that strong. All of these point at going back to the ideation stage and looking for a more compelling insight and more ideas.

1. Define success. Aligning your team behind ONE definition of success keeps them focused as they move forward. 2. Have a trigger. You don’t have time to marinate in every nuance of a problem. Before you start, decide how much knowledge is enough to act, then act once you reach that point. 3. Define the happy path first. Then you can worry about exceptions. 4. Let actions speak. Create and launch your product, then gather data on what actual users want. 5. Refine as you go. This isn’t print. Iterate. A good plan executed now beats a great plan executed after your competition owns the market.

Having a deeper insight into your audiences experience/mindset is often the key to unlocking great creative. The problem should always be reframed in the mindset of the audience. They are, afterall the people you are trying to connect with. You can move on to ideation once you can arm your creative team with an insight within the audiences experience.