Coming up with spiky ideas

Once a strategy has been agreed, specific ideas are generated by the ideas team (sometimes incorporating clients).

Generating “spiky ideas” is a creative challenge that not only requires strong thinking with an experience mindset, but also a business brain.

The ideas team will have the advantage of the focus of an agreed strategy and also a good picture of the deep motivations of the mass of customers, whether end consumers or B2B.

The many ideas generated are then filtered down so that only the best survive. Out of this is developed the “experience concept”.
.