Once you have done your research, generated your potential solutions, and incubated them, the time has come to execute. Choose your best ideas and get busy with your tools of the trade. Depending on the scope of the project and medium you are using, you will be preparing 2 to 12 proofs of concept. These might be scale models or computer-generated proofs or rough cuts. The mindset in this stage is attention to detail and excellence. You will find yourself making modifications to your ideas based on the capabilities of your materials and tools. Pursuing several variations of each idea is worthwhile. As your idea takes shape, focus on strengthening the underlying theme. Do not lose sight of your target audience. If you run into limitations or questions about the final production, call a specialist to work through the possibilities.
Some ideas that looked great on paper appear weak when executed, or just don't work for some reason. That is why you have a handful of ideas in play during this phase.
Research used the analytical left side of your brain, generation used the creative right side of your brain, and incubation used your subconscious. In the execution, you will be using both the analytical and creative parts of your brain. You will feel much more grounded than in the pure brainstorming phase, and you will be engaging the editor that makes judgments. Yet, this is still a very creative process and new breakthroughs will occur as you work. Your level of skill has a lot to do with your ability to realize a satisfying outcome.
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