Method or Magic: Building a Process for Creativity and Innovation
Creativity is often mistaken for a spark of genius—a rare flash of insight that arrives unpredictably. But the reality is far less mystical. Innovation isn’t magic; it’s method. It thrives within structured processes, clear behaviors, and a culture that nurtures both expansive and decisive thinking.
The Balance of Exploration and Delivery
One of the biggest challenges in creative work is knowing when to explore widely and when to focus and refine. The design thinking framework and the "Double Diamond" model provides a structured way to navigate these phases effectively.
Expansive creativity (Divergent Thinking): This is where wild ideas, open-ended exploration, and radical imagination take center stage. It’s the phase where possibilities are generated without immediate judgment or limitations.
Decisive creativity (Convergent Thinking): This is where ideas are refined, tested, and shaped into practical solutions. It’s about narrowing down choices and making informed decisions.
Understanding when to lean into each phase is crucial for fostering both innovation and execution.
The "Double Diamond" Model: A Framework for Innovation
The Double Diamond, developed by the UK Design Council, is a simple yet powerful model that outlines the two key phases of innovation:
Discover (Expansive Thinking) – Researching, exploring, and identifying the core problem.
Define (Decisive Thinking) – Narrowing the focus, identifying the key challenges, and setting clear objectives.
Develop (Expansive Thinking) – Generating solutions, experimenting, and iterating on ideas.
Deliver (Decisive Thinking) – Selecting the best ideas, testing, and implementing solutions effectively.
This structured yet flexible model ensures that teams don’t rush to conclusions too soon or get lost in endless ideation without results.
Four Key Behaviors for Innovation
To operationalize creativity, leaders must embed behaviors that help teams navigate the creative process effectively. At 216°, we focus on four core behaviors: Indicate, Momentum, Experiment, and Diversity.
1. Indicate: Signal the Creative Mode
One of the biggest barriers to effective innovation is ambiguity. Without clear signals, teams can get stuck in debates, unsure whether they should be dreaming big or refining details.
Use visual or verbal cues to indicate whether a session is for expansive (brainstorming) or reductive (decision-making) thinking.
Designate physical or virtual spaces specifically for creativity. Adobe, for example, uses dedicated rooms covered in bold visuals to signal, "This is a place for wild ideas."
Leaders must model the behavior: If you want expansive thinking, be present and engaged. If it’s time to decide, be clear and decisive.
2. Momentum: Keep the Innovation Engine Running
Great ideas often die not because they lack merit, but because they lose momentum. Sustaining creative energy requires discipline and commitment.
Set non-negotiable deadlines from the start to avoid "project creep."
Celebrate small wins along the way. Even incremental progress fuels motivation.
Focus on one major initiative at a time to prevent dilution of effort and resources. Steve Jobs famously revived Apple by streamlining its product line, allowing the team to focus on game-changing innovations like the iPod and MacBook.
3. Experiment: Launch and Learn
Perfectionism kills creativity. The most successful innovations are built through rapid iteration, not flawless first attempts.
Embrace prototyping. Get a "good enough for now" version out quickly and refine based on real-world feedback.
Encourage teams to treat feedback—both praise and critique—as a tool for improvement, not judgment.
Foster a culture where failure is seen as a learning step, not a career-ending event. Google's success over competitors like Microsoft’s Bing was driven by constant iteration and willingness to experiment.
4. Diversity: Expand the Creative Perspective
Diverse teams generate more innovative solutions by incorporating a broader range of perspectives, experiences, and problem-solving approaches. Creativity thrives when different voices, talents, and backgrounds intersect.
Cross-functional collaboration: Bringing together individuals from different departments—designers, engineers, marketers, and strategists—ensures a holistic approach to problem-solving.
Varied seniority levels: Including perspectives from junior employees to executives fosters fresh insights and avoids top-down stagnation.
Cultural and cognitive diversity: Teams with members from different cultural backgrounds and ways of thinking can uncover unique opportunities and challenge assumptions that homogeneous groups might overlook.
Diverse talents and expertise: A mix of analytical thinkers, visionaries, and hands-on doers ensures both big ideas and executable strategies are part of the conversation.
Organizations that prioritize diversity in innovation teams create richer discussions, reduce blind spots, and improve the relevance and impact of their creative solutions.
Innovation Isn’t Magic—It’s a Method
By embracing structured creativity through the Double Diamond model and embedding behaviors that support expansive and decisive thinking, teams can innovate with intention. Whether you’re launching a new product, rethinking a business strategy, or enhancing your creative culture, the key is to balance exploration with execution.
Start small. Stay curious. And remember—your next breakthrough might be just one well-structured process away.