STEAL THIs IDEA

The Aha! Spot

BY MARTY NEUMEIER

How do you know when you have a great idea? More important, how do you nd a great idea in the rst place? Since the mental processes involved in creative thinking are complex and dynamic, it may be helpful to use a simple model from my book Metaskills. I call it the answer-shaped hole. Its the sweet spot where all the criteria can be connected by a single, bold idea.

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SouRce: ME TASKILLS By M a RT y NeumeieR

The answer-shaped hole is found at the intersection of affordances and desiderata. Affordances are the creative possibilities inherent in the subject, the method, the tools, or the challenge. Desiderata are the key objectives that support your goals. A great idea is one that knocks off as many objectives as possible with a single stone by using the possibilities native to the opportunity. For example, a movie about the early days of movies contains the possibility of being a silent lm (The Artist). A car designed for the poor population of India contains the possibility of being extremely minimal (Tata). A company with a breadth experience but a commoditized product line has the possibility becoming a consulting rm (IBM).

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SouRce: ME TASKILLS By M a RT y NeumeieR

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The sweet spot of idea creation lies at the intersection of desiderata.

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SouRce: ME TASKILLS By M a RT y NeumeieR

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The principle of desiderata can be applied to any number of problems. Its really as simple as compiling a wish list. Ask yourself this question and ll in the blank: Wouldnt it be great if ?

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SouRce: ME TASKILLS By M a RT y NeumeieR

When you nish your list, call out the wishes that would create the most compelling outcome. These will form a sort of matrix, a convergence of vectors that dene the shape of the answer. Imagine a handful of pick-up sticks that fall in a certain pattern. Each stick is a line item on your problem-solvers wish list. Your job is to nd the place where most of the pick-up sticks overlap. If they dont create a convergence, drop the sticks again by looking at the problem in a new way. Eventually the sticks will fall in a way that suggests the shape of a surprising idea. When a great idea pops into place, the emotional brain sends a signal to the rest of your body sometimes described as a tingle, a ash, or a jolt that tells you something remarkable has happened. Youve just found the Aha! Spot.

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SouRce: ME TASKILLS By M a RT y NeumeieR

Find other Marty Neumeier ideas to steal at liquidagency.com/blog

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SouRce: ME TASKILLS By M a RT y NeumeieR