We talk a lot about research and enquiry here at Weather, and with good reason. It’s our first priority before anything else to discover as much as we can about you and your business. Everything from stakeholders expectations to core motivations are considered and every key word along the way is considered vital — but why do we do this? Look around you; what do you see? Metal, wood, plastic. Have another look around; you might see furniture, buildings, tools, books — or, 'ideas'. The method of looking at things in another way, discovering their possibilities, flaws, pros and cons, is one we’ve crafted over years of experience and tackle using a variety of methods. All of these methods begin with fact-finding, and the more information we can gather, the better the creative output.
Unfortunately there’s no machine that we can feed information, generating a singular analytical output. Instead, information is used to kindle the fires of creativity, from which many blue-sky responses can be crafted. Naturally then, the more information we can gather the better equipped we are for idea-building.
A good way of illustrating this is by imagining that your mind were empty except for four ‘bits’ of information. Note how many times those ‘bits’ could interact by way of a straight line of thought. Now note how very many possible thought-interactions you could have between these four pieces of information. Twelve is the answer — that's twelve possible ways those four pieces of information could interact with each other.