Raising the framework
The first step toward the right idea is to recognize the role of subjectivity in the process. Every client engagement is different, and every problem has its own quirks and challenges.
Regardless, we can use a similar approach to generating ideas — and that starts by training our guts when evaluating work.
We recommend the Heart, Head, Body approach when sorting ideas to frame a solution.
Heart. Is the idea attention-grabbing? Does it make you smile?
Head. Does the idea check the boxes spelled out in the creative brief? Will it accomplish what the client wants it to?
Body. Can the idea be built, distributed and scaled? How will the client measure its success once it’s out in the world? (IOW, does it have legs?)