Start With the Moment, Not the Idea

A useful innovation brief sounds like a scene, not a slogan. The teach When a team says it needs more creative ideas, it often needs a better starting point. Design thinking uses empathy to gather lived evidence: what people are trying to do, where they hesitate, what they currently patch together, and what consequence follows. That evidence is not decorative. It changes the search space. The Double Diamond explains why this matters. Discovery is divergent: collect multiple moments before deciding what the problem is. Definition is convergent: choose the most consequential pattern and state it tightly. Only then should you…

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