To Find Great Ideas - Get Lost.

Unlike marketing consultants, scientists love to be lost. They understand that being lost, not knowing the answer and not being completely sure of where to start looking is the first step to true innovation and discovery.

Like scientists, I belief that before we can really learn or explore the possible solutions, we need to get lost and confused. And not just us, but our clients too. We must all work ourselves into the incredibly messy lost and confused group of folks that must then rely on each other to help find the "way out" as it may be.This removes the experience bias and egos that often get in the way of true discovery.

If done correctly, the end product/idea is often a place that neither agency or client saw coming. And truth be told, neither is 100% comfortable they are there... but boy was it fun and I bet you that no one was moving quickly to leave the meeting or meetings that ultimately lead to such an innovative place.

Now I think that done right, creating confusion may be the beginning of an improved approach to developing better, more effective ideas. Let me know what you think.