What if you don't have an idea?

Here's a framework for enhancing creativity and entrepreneurship

[Monday night marked session #2 of the Leading Creative Projects: Networking, Incubation and Acceleration course within the Creative Entrepreneurship program at the Minneapolis College of Art and Design . This is a summary of the class. Follow along via my newsletter if you want.]

I hadn’t tuned into How I Built This (Spotify, Apple) for at least a year. But what a gift that podcast is for idea people. Time to catch up!

To paraphrase Paul Orfalea who founded Kinko’s, a line of people is a signal there’s a potential idea. Back in 1968, a line of college students waiting to pay to use a photocopier sparked his idea which FedEx eventually bought for $2.4B.

So what other signals might be out there, suggesting we dig in? The stereotype of creativity argues the mighty idea comes as a surprise, a bolt from the unknown. But the business of creativity makes it clear: There’s daily (if not hourly) hard work to be done—much of it looking for, and evaluating signals.

Most of us don’t have ideas oozing out of us

If you do have an abundance of ideas, lucky you. Now your challenge is staying organized and energized.

But this post is for those of us who sometimes don’t have a clear idea or perhaps have an inkling, but lack enthusiasm. In other words, what do you do if you don’t have an idea?

Over the years I’ve found a framework (primarily espoused by Seth Godin, and practiced within the altMBA ) which helps on at least two fronts. It could also be interpreted and used as a form of creative briefing. For those of us with an inkling of an idea, the framework serves to validate and strengthen concepts—and gives them a foundation for the important tasks to come. But if you’re a complete blank slate, this same framework can be used in reverse to serve as a process for identifying signals and give you a methodology from which ideas can begin to appear.

First, we ask…

?? WHO'S IT FOR?

When you think about an idea, who do you picture using it, engaging with it, liking it, needing it, advocating for it? In other words, can you describe the optimal audience/user of your idea??

• DEMOGRAPHICS: What sex, ethnicity, age are they? Where do they live? What do they do for a living? What did they study in school? Are they married? Help us understand their life stage, circumstances, and context within all potential audiences.
• PSYCHOGRAPHICS: What motivates this type of person—to work, to relax, to socialize? What's their favorite type of food? What was the last movie they recommended or book they read??Who do they ?????? on social media? In other words, can you articulate personality or behavior as it relates to your idea? Are we talking about someone who is bored, happy, frustrated, surprised, suspicious?
• MOMENTGRAPHICS: “People like us use ideas like this.” When, where and what creates the most favorable setting for this specific person to need or use or consider your idea? How might this scenario change versus the average population; what makes the moment distinct and noteworthy?

KEY TAKEAWAY: ?Every idea exists for someone, because of someone. Successful entrepreneurs know exactly who their idea is for, and how their idea effects and interacts with a specific behavior.?

EXTRA TAKEAWAY—IF YOU DON’T YET HAVE AN IDEA: ?You can use “Who’s It For" first, to help you generate ideas. For example, let’s say you see a long line of people. Clearly, they are willing to queue, to wait for something. Why? For what? Do those people look similar? How so? What’s their context? There might be an idea worth waiting for. Paul Orfalea thought so.

Write down demographic details. Paint a picture of a type of audience. Or summarize the psychographic qualities of a situation, or a character. Perhaps you witnessed a specific moment which could elicit an idea. The key with all three of these approaches is salient detail—describe something others want to hear more about. If you can tell a story people stick around for, you’re likely on to something. You’re on track to finding an idea.

Then we ask…

?? WHAT'S IT FOR?

A hammer typically exists to punch nails into materials. But a hammer can also pry open something that’s stuck. Or help shape a surface. Or a hammer could be a weapon. What’s a hammer for??

What need, or problem, or situation, does your idea address? It may be atypical, or surprising. And the more specific you can be in defining What’s It For?, the better.?Especially if you want to scale. Nebulous description resists growth.

If you don’t have an idea yet, this question can be very helpful. Look for complaints, bad reviews, frustration. Those are signals an audience seeks a solution. Your idea could be that solution.?

KEY TAKEAWAY: ?Successful entrepreneurs have very specific definitions of “What’s It For?” They do not say, “my idea makes people happy—that’s what it’s for…happiness!” A broad emotion is too general and could apply to almost any idea. Instead, they have thought hard and done lots of work to be able to say, “my idea solves a distinct problem which results in a specific change in behavior.”

Of course, we’ll eventually have to address originality. But we've got plenty of coursework yet to cover that subject. (My students will be presenting their ideas through a 10-slide pitch presentation November 27.)

The point here is to establish a firm foundation. To build assurance around an idea long before we invest time and treasure.