Better thinking produces better products, better marketing

How do you come up with the ideas for a new product? Or for a new advertisement? Most of us take the “grip it and rip it” approach. We start with writing a first sentence, and we charge ahead, writing whatever seems to logically follow it. That gets the job done, but it doesn’t always get it done well. Stepping back and thinking about alternatives often (usually?) produces better results than charging ahead with our first thought. We can improve our results by being “systematically creative”. If we ask ourselves probing questions about what our clients need and how... [...]