How can you generate stunning new ideas?

​

Our approach to idea generation is based upon Arthur Koestler's insight that the essence of creativity is the discovery of a new pattern of existing elements:

 

"The creative act is not an act of creation in the sense of the Old Testament.

​

It does create something out of nothing; it uncovers, selects, reshuffles, combines, synthesises already existing facts, ideas, faculties, skills.

​

The more familiar the parts, the more striking the new whole."

 

Arthur Koestler, The Act of Creation

 

Koestler's definition is enormously important:

 

 ■  Firstly, it states that you don't have to be a genius, or lucky.

 

 ■  Secondly, it tells us that the progress underlying idea generation is the formation of a new pattern of parts that already exist.

 

Together, these two insights lead to a powerful conclusion. We are all naturally creative -  as any observation of children readily demonstrates - and we all have great ideas. No one is excluded. And the key to discovering new ideas is to combine features, which already exist, into a new pattern.