Where good ideas come from

Fundamental to the process of innovation is the creation of good ideas. But what separates a good idea from a bad idea? In what type of environment do good ideas prosper? And should ideas be shared or kept proprietary? This article, which forms part three of our digital transformation series, looks at where good ideas come from. In the process, we’ll debunk some of the myths around ideation and discuss how organisations can shape ideas.

…to succeed in business, you don’t have to be right – you simply have to be less dumb than your competitors.

Rory Sutherland, Ogilvy1


Look at any architect’s website, and more often than not, there will be mention of innovation and collaboration. Meetings and brainstorming sessions are held to tap into the collective mind. (Although to be fancy, we sometimes refer to the sessions as charrettes). We take it for granted that this approach is best for generating good ideas. After all, many minds are better…

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