The document discusses the process of creativity and idea generation. It explains that the best ideas come when we are not directly looking for them, as our brains make new connections between previously unrelated elements. It then outlines the five stages of the creative process: information saturation, incubation, illumination, verification. It provides tips for each stage, such as using post-its to physically map connections during incubation and taking time to disengage from the problem through activities like beer or running. It stresses the importance of alternating between focusing intensively and relaxing the brain. Finally, it discusses common mistakes in brainstorming like having an unstructured free-for-all and looking for fully formed ideas rather than starting points.

1. Unleash your
creativity

2. what’s the most
frustrating thing
about creation?

3. BEST IDEAS COME
WHEN YOU AREN’T
looking for them.

4. WHY?

5. Because it’s how
our brain works

6. IDEAS ARE new COMBINATIONS
OF PREVIOUSLY
UNCONNECTED elements

7. Client
briefing
Cultural
background

8. So it’s simple!

9. An idea comes when
you connect the dots.

10. But remember
that guy?

11. There is a natural
process for making
connections.

12. • Information
• saturation
• incubation
• illumination
• verification

13. • Information
• saturation
• incubation
• illumination
• verification

14. Hello,
My dear BriEfing

15. Time for some
intensive focus

16. • Information
• saturation
• incubation
• illumination
• verification

17. Post-it fiesta

18. Force the
connections

19. Use physical ways to
make these
connections clear

20. Post-it

21. Paper

22. • Information
• saturation
• incubation
• illumination
• verification

23. Disengage

24. Time for
some beer

25. Or running

26. You need something that
makes you disconnect
from the problem

27. • Information
• saturation
• incubation
• illumination
• verification

28. Go for the idea

29. Morning is
your friend

30. • Information
• saturation
• incubation
• illumination
• verification

31. Test your idea

32. send it to your
colleagues, pitch it,
see if it works.

33. In a nutshell:
it’s about stressing then
relaxing your brain.

34. Brainstorm

35. 3 common
mistakes

36. 1. Free for all

37. A brainstorm
needs a leader

38. A brainstorm
needs to be split

39. 2. instant
creation

40. Let people process
the information

41. Always send a briefing
the day before the BS

42. 3. Looking for
final ideas

43. A brainstorm is
only the beginning

44. It’s a starter

45. BRAINSTORM

46. Small groups

47. 15 minutes
working sessions

48. 1 public review
each 15 minutes