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Inspiration by Intent

  • 30 July 2017
  • Posted by Chrish

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. 

The actual thought-interaction for these ‘bits’ of information could be in any way, depending on what they are (text, image, data or otherwise). They might be relevant to each other, they might not. The point is that the interactions are limited (to twelve). Now, suppose you added in just one more ‘bit’ of information — at this point you’re no longer adding, but also multiplying the interactions between each ‘bit’, or idea.

With the inclusion of just one additional information point, it adds an additional eight possible thought-interactions you could have. All of a sudden, the potential pool of solutions to a problem, through the addition of extra information, is expanded. A further piece of information into the mix, now sitting at six, adds ten more possible thought-interactions. With increased information, comes increased levels of idea generation to solve the problem at hand.

You get the idea. The more information we have at hand, the more capacity we have to experiment and find new creative solutions. We make it our duty to ask questions, hold workshops and spark discussion as it’s this fact-finding that forms the foundation that future creative output—through creative intuition and experience—is based upon, allowing us to solve commercial problems through creative practices. There’s a science to our process, and reasoning behind it all.

Do you have a project that could be solved through creative thinking? Get in touch to find out how we can help you.