3.

Ideate possible solutions

Finally, it’s time to get down to business and start solving the problem.

Start by using “how might we” questions to create a list of ideas. You can also
add more detail if you want.

 How might we achieve X?

 What is the scope and timeframe for developing the solution?

You can either brainstorm together or separately write down ideas first based
on the problem statement and meet to compare and mix and match ideas
later — research proves the latter leads to more and better ideas.

But a list of 50+ unsorted ideas isn’t a good starting

point for in-depth evaluation. So you should identify
the ones with the most potential, and shortlist 10 or so
ideas to explore further.
At this stage, there are 2 potential traps that any project team must avoid.
Some companies stick to “realistic” ideas, often aiming too low in the process.

Others — especially with a budding Steve Jobs on your team — will tend to
aim way too high, only focusing on the long shot.

Luckily, there’s a helpful design thinking process that can help teams get the
best of both worlds and routinely select the best ideas.

It’s called the 4 categories method, where you categorize the best ideas into
— surprise — 4 different categories.
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 The most rational ideas are the easiest to implement and closest-
aligned with existing processes.
 The most delightful ideas have the greatest potential to delight
customers.
 The darling idea is, essentially, each group member’s favorite idea.
 The long shot is a challenging solution with a lot of potential upside if
it goes right.

Everyone on your project team should choose 1–2 ideas for each category.
Depending on the group size, voting by colored post-its or holding an online
survey may be necessary.

By using surveys and forms, you can easily distribute and share your
questions to get as many participants and data points as possible.

By the end of this process, you should have 4–8 good ideas to take to the
next stage.