Lesson – What does ideation mean

Ideation is the creative process by which an individual, a group or an organisation generates, elaborates, develops, communicates and evaluates new ideas on a given topic, which could be the start-up of a social business aimed at alleviating, for example, unemployment in a small locality, or improving an existing product or service to make it more sustainable, or to involve other local partners in its value chain. In this sense, it is assumed that ideas are the basic element of thought and can be visual, abstract or concrete and, therefore, the ideation process aims both to generate ideas and to polish them so that they are viable, feasible and add value.

According to the Nielsen Normal Group, ideation can also be defined as “the process of generating a wide range of ideas on a given topic, with no intention of judging or evaluating them“. The ideation process – usually closely linked to Design Thinking and the design process, in fact ideation is understood as the third phase of the Design Thinking process – can be described as a circular process, “from innovation, to development, to actualization” (Graham & Bachmann, 2004). Following the same idea, these authors’ book Ideation: The Birth and Death of Ideas, proposes, among others, the following ideation methods that may be relevant when devising social products/services

• Problem Solution – this is the most simple method of progress, where someone has found a problem and as a result, solves it.
• Derivative Idea – involves taking something that already exists and changing it.
• Symbiotic Idea – when multiple ideas are combined, using different elements of each to make a whole.
• Revolutionary Idea – breaks away from traditional thought and creates brand new perspectives.
• Targeted Innovation – creating a targeted innovation deals with a direct path of discovery, often accompanied by intensiva research in order to have a distinct and almost expected resolution.

In any case, and going back to the basic concept of “ideation”, it is possible to affirm that ideation is intrinsically linked to one’s individual creativity, which will be a fundamental skill when identifying new business opportunities in the field of social entrepreneurship and business innovation.

What is creativity?

According to the Oxford Dictionary it is “the use of imagination or original ideas to create something; inventiveness.” Besides, Cambridge Dictionary defines it as “the ability to produce original and unusual ideas, or to make something new or imaginative”. Creativity is a skill that can be trained, even though it is true that some people are more naturally creative than others.

The ability to see reality in new ways, to uncover hidden patterns, to make connections between previously unconnected phenomena, and to generate solutions is what defines creativity. Thinking and producing are the two processes that make up creativity. If you have ideas but do not act on them, you are imaginative but not creative.

Tips for enhancing your own creativity

Creativity starts with yourself and is an attitude, not a talent as such you can foster and practice to enhance this skill:

• Concentrate on your strengths and avoid sabotaging yourself by thinking your ideas are bad.
• Never stop learning, surround yourself with interesting reads, take time for hobbies and leisure. Opening up your mind and doing different things will help you to see different viewpoints and complexities.
• Be curious, try and look at things like it was the first time you see time.
• Share and collaborate with those around you to gain new knowledge, ideas, and solutions that you may not have considered before.
• Do not be afraid to ask inspiring questions to anyone, from colleagues to friends, family, and even children. Their responses may inspire you and provide you with new information.
• Respect your biorhythm: determine the best time of day or week for you to reflect, brainstorm, and consider new ideas. Make a note of it in your calendar and incorporate it into your daily routine.
• Do put yourself into action – try new activities that actually mean to create something new from scratch, whether it is to write a short narrative piece, learn how to sew, play an instrument, play with colours around a blank piece of paper, draw your ideas,… Do not forget that creativity needs both: ideas and action!