Ideation

A few strategic directions, each with its bet and its price.

In HMW / Strategy · Out Solution Ideas · Cost 25 credits

What it does

Lays three to five strategic DIRECTIONS side by side — routes to the same outcome, not features. Each one names what it bets on, what it costs, what it gives up, and the first step that would settle it. You choose one, and that choice is what travels on.

When to reach for it

After How Might We, when the question is settled and the routes to it are not. Or before a Decision, so the call has real options with a price on them.

⚠ What it is not

Not a divergence exercise: volume, rounds and wild cards belong to Brainstorming, eight panels under time pressure to Crazy 8s, and the final commitment to Decision. Ideation asks for a handful of routes that all stay inside the brief’s constraints — a direction that breaks one is a different product, not a bolder route. It does not rank them and does not recommend one; the choice is yours.

What it feeds

Creative Brief writes up the chosen direction; Impact-Effort Matrix and Opportunity Solution Tree take all of them — to weigh them, or to hang one under an outcome — and Kano Model asks the same question from the customer’s side.