The Framework for Consistently Creating Great Ideas

Frameworks first, ideas second.

The Framework Is More Important Than the Idea

Whenever we’re searching for a creative answer to a business problem, we begin with a simple rubric:

Right Ideas > Good Ideas

This is straightforward enough.

Everybody likes good ideas.

Everybody has good ideas.

Everybody (usually) recognizes good ideas.

But the definition of “good” is a bit wishy-washy. A bit ephemeral. A bit hand-wavy, like those air dancers that promote used car lots.

Why? Because a “good” idea is usually something that we, the idea-maker-uppers, think is clever or interesting or new.

That is, good ideas flatter the idea-haver.

But you’re not trying to flatter the idea-haver.

You’re trying to flatter the problem-holder.

So you’re not looking for a good idea. You’re looking for a right idea.