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FREDDIE OST: Definitely learn, but we believe that everyone has it from the beginning. Because that’s how we evolved and then didn’t die as a species so… Kind of kill the planet now but…. And we think that lateral thinking is you use that in so many ways. Even though you not to make an idea. You think like that and you can make the dishes in a lateral way or whatever. So, is like we think that yeah it can be learned more. You can learn how to use it more often maybe but we strongly believe… Like street smart people. They are very…use that thinking all the time. No one ever taught them, they taught themselves by just letting it grow.
And…but we do think is very important in design to have that. Because if not yeah, again you will be someone’s tool, someone’s hand and you will paid very little. And no one will ever see or value your work very highly.
KIRBY CLARK: Anything can be learned including lateral thinking. In fact, it’s even being proven that empathy can be learned. It’s really all about practice. And practicing comes through going through this design process, and this design phase, time and time again. Until it becomes something that’s automatic to you.
So, great ideas can really come from great research during the design process. If you understand your problem you will inherently come up with ideas along the way. Sometimes I actually use the shower to come up with great ideas. I don’t know what it is about the shower. I think it’s the fact that you are actually blocked off from everything else. You don’t have your phone with you. You are just listening to the sound of water. Sometimes I’ve actually had a marker in the shower with me to write down ideas that have come up. But basically, they have come up because have been researching or thinking about a problem and diving into observation and discovery.
And then, later on those things sink in and then an idea might come up. But basically, ideas come from the design process. But there are some ways that you can use things like technology. I use a notepad on my phone all the time, which has so many ideas on it that I often come back to and go what the hell was I thinking? But sometimes I come to them and go, “Oh, my goodness that was a really good idea. “I am gonna use that in this design or I am gonna “use that in future.”
ERIK KOCKUM: Yeah, I think a lot of people… Is like everyone can be creative. It’s just that they don’t think that they are allowed to.
FREDDIE OST: I think like also laughing inside when you generating ideas, smiling in your mind is very important because I think almost every work we do we end up smiling in our minds when we are coming up with ideas. “Ha, that’s funny or that’s charming. “Or that’s stupid or that’s a bit ugly but nice.” And then when you do that, that’s becomes something nice. And probably ends up where some are interesting.
ERIK KOCKUM: We can have a brilliant idea but we don’t know the solution to the…like how are we gonna make it happen.
FREDDIE OST: Sometimes if we hide it and there’s no framework, we can get stuck because is so open. And then, we need to like put the limits in the framework and then we might be able to step out of it. But that’s when we are like we set the timeline is this, this is the budget, this is the people who can work on it, and this is we what wanna do. And then, it can be easier to find an idea actually, because you set the framework.
KIRBY CLARK: So, the aspects that you consider when you are finding these ideas that have jotted down in the shower, or on the way to work, really comes back to the brief and the problem arena, I guess. So, you will be thinking about things like budget, is the design cost prohibitive? You will be thinking about things like timeline. Can I actually make this in the time that I need to? It’s also very important as a designer to understand that you have a responsibility. So, whatever you are designing, where is that gonna go at the end of its life. Is it gonna end up in landfill? Is it going to leak carcinogens?
You just need to be really, I guess weary of what you are putting into a design in that manner as well. So, we think about environmental impact longevity, designing for disassembly, designing for the circular economy as well.

Believe it or not, Ideation is a real word!

It basically means ‘idea generation to come up with something new, to answer your brief or problem, considering the information discovered from researching’. At this stage, it’s all about blue sky thinking, where no idea is a bad idea and constraints of reality are left behind to come into play a little later.

The ideation stage can be overwhelming at first. We sometimes doubt our ability to be creative, even those of us in the creative industries, but we are all in fact naturally creative thinkers. Anything that we do to solve a problem is inherently creative and the ability to think of something that doesn’t yet exist is pure creativity. The most important thing to remember when ideating is that the problem always holds its own solution, and by having defined and explored the problem you will have a solid foundation for coming up with ideas that help solve it.

Ideating is something everyone can do. It doesn’t require complex spreadsheets or the ability to draw perfectly, it requires the ability for you to allow yourself the freedom to think.

Now, let’s look at the way we can generate ideas.

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