To achieve a creative breakthrough, intentionally explore concepts that are radically different from your established style. Designer MDS created versions that looked nothing like his brand to push boundaries and avoid predictable outcomes before refining his final vision.
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Founder Jesse Cole's creative engine is a simple rule: identify the standard way of doing things and then do the opposite. This ensures every idea is inherently remarkable and share-worthy, as people don't get excited about normalcy. It’s a core principle for breaking out of industry conventions.
Creativity thrives not from pressure, but from a culture of psychological safety where experimentation is encouraged. Great thinkers often need to "sit on" a brief for weeks to let ideas incubate. Forcing immediate output stifles breakthrough campaign thinking.
Many brands retreat to safety during turmoil. However, a true existential crisis can be a unique opportunity, forcing teams to abandon failing playbooks and embrace the unorthodox, high-risk creative ideas that would otherwise be rejected by the system.
Inspired by James Dyson, Koenigsegg embraces a radical commitment to differentiation: "it has to be different, even if it's worse." This principle forces teams to abandon incremental improvements and explore entirely new paths. While counterintuitive, this approach is a powerful tool for escaping local maxima and achieving genuine breakthroughs.
Strict adherence to brand cohesion often stifles creativity and results in subjective boardroom debates. Brands achieve more by focusing on creating relevant, timely content that resonates with their audience, even if it occasionally breaks established stylistic guidelines.
Leverage AI as an idea generator rather than a final execution tool. By prompting for multiple "vastly different" options—like hover effects—you can review a range of possibilities, select a promising direction, and then iterate, effectively using AI to explore your own taste.
The true creative potential for AI in design isn't generating safe, average outputs based on training data. Instead, AI should act as a tool to help designers interpolate between different styles and push them into novel, underexplored aesthetic territories, fostering originality rather than conformity.
A project's most defining element can grow from a seemingly small, playful exploration. The complex mosaic interaction on the Shift Nudge site began with MDS simply designing pixel icons for fun, demonstrating how following small sparks of curiosity can lead to major innovations.
AI tools can drastically increase the volume of initial creative explorations, moving from 3 directions to 10 or more. The designer's role then shifts from pure creation to expert curation, using their taste to edit AI outputs into winning concepts.
When exploring UI solutions, use a tool like Magic Patterns and its "Inspiration Mode" to generate multiple, distinct design approaches from a single prompt. By asking the AI to "think expansively and make each option differentiated," product managers can quickly explore a wide solution space and avoid getting stuck on a single initial idea.
