Eureka

Sometimes an idea enters your mind fully formed and without effort. Sometimes you will be able to conceive the end result during the research or generation stage of the process. Sometimes all the incubation in the world doesn't lead to a great idea. Sometimes the pieces all fit together only when you begin the execution. The value of following a 5 step process is that it will lead to a satisfactory result even when the eureka moment never happens. When it does, you are experiencing a true gift.

Step 3: Incubate

This may be the most important step of all. During incubation, you take your conscious mind off the project and allow your unconscious mind to work. Sleeping is a very effective form of incubation. Whether you "sleep on it" all night or take a nap, you might wake up with insight. Almost anything you do that puts your mind in a free and relaxed state is conducive to arriving at your eureka moment.

• playing a game (preferably with children)
  
• taking a walk
• playing or listening to music
• going to an art gallery
• taking a drive (long, no traffic)
• going to the library
• cooking or baking
• changing locations
• talking with colleagues (not involved in the project) for another perspective
• participating in a hobby or class
• taking a bath
• doing yoga

Keep your sketchbook handy.

Incubation does not come with a guarantee, but it is an essential part of the creative process. It keeps you from jumping to conclusions or running with an idea that hasn't ripened. When under pressure, even a 15 minute break can make a difference. The point is to take mental focus off the problem at hand and put yourself in a state that nurtures creativity. Openness, calm, freedom, playfulness, and losing track of time are characteristics of the creative state of mind.

Although incubation is placed as step 2 in the process, it is valuable at every stage.

Step 2: Generate

After you have done you research and your head is swimming with knowledge, the next step is to generate ideas. Usually a sketchbook is ideal for this phase (but it depends on the medium you are working in). This phase is also called brainstorming, and can be done alone or in a group. The most important condition is to remove judgment. When generating ideas, do not edit. That will come later. The more free and spontaneous you can be, the better. Wild and impractical ideas should be encouraged. Give yourself plenty of time without distractions (and plenty of paper). Once the ideas begin to flow you don’t want to be interrupted. Shoot for quantity rather than quality. Get all the obvious stuff out of the way. On the outer reaches of certainty is where the breakthroughs will be. Whereas research was a left-brained, structured activity, this phase is right-brained and playful. Being able to use your whole brain, both the analytical and intuitive parts, is essential to the truly creative person.

Step 1: Research

The first step in the creative process is research. Research can begin as soon as the idea for a project begins to form.

If your project is for a client, you will want to start with a meeting. Define the parameters as best as you can without defining the final form that the solution will take. Questions to ask are:

• Who is your audience?
• What do you want to communicate?
• What is the best medium?
• How have similar projects been approached before?
• What are the cost constraints?
• What are the time constraints?
• What are the factors that make this project unique?

Knowing how similar projects have been approached in the past can help you avoid cliches. Recognizing truly original and effective solutions can be inspiring and show you where the bar has been set.

The next step is to get to know your subject matter. The more your brain has sloshing around inside it, the more connections it can make. The deeper your familiarity with your subject, the less likely you are to come up with obvious cliches. Avoid over research which could lead to stifling. Sometimes only a novice unfamiliar with the conventional wisdom of a subject can come up with a new approach. Often your knowledge of different subjects will give you the edge and unexpected connections that the experts don't see.

If your goal is to communicate, study your audience. Find out what resonates with their lifestyle, values, and desires.

If your project is a personal expression, research can still be valuable. Delving into your subject matter will give you a deep understanding from which to draw upon.

Although spontaneity and intuition can drive the process, a secure foundation will give substance to your creative leaps.