The next step is ideation. If you were paying close attention in the last chapter, we talked about a simple practice called design studio. It’s an example of a good ideation approach. In common business practice where the first person to come up with a viable idea is the winner, it seems a waste of time to come up with lots of possible ideas. If you remember that your first obvious solutions are, well, obvious, then if really coming up with an innovative solution is important, think past that.
