True innovation isn't about brainstorming endless ideas, but about methodically de-risking a concept in the correct order. The crucial first step is achieving problem clarity. Teams often fail by jumping to solutions before they have sufficiently reduced uncertainty about the core problem.

Breakthroughs often occur in routine environments like the shower or during a walk. These activities promote what psychologists call "divergent thinking," where the relaxed mind makes novel connections. This scientific process can be intentionally triggered to solve complex problems and foster creativity.

Create dedicated time for two distinct processes. First, an 'idea development' phase for brainstorming without judgment of budget or feasibility. Only after this phase is complete should you move to a 'refining' phase to assess practicality.

Conventional innovation starts with a well-defined problem. Afeyan argues this is limiting. A more powerful approach is to search for new value pools by exploring problems and potential solutions in parallel, allowing for unexpected discoveries that problem-first thinking would miss.

Don't view limitations like budget cuts or recessions as purely negative. As architect Norman Foster told Guidara, constraints force you to be your most creative. Moments of adversity are when groundbreaking, efficient, and impactful ideas are often born out of necessity.

Don't censor ideas early. The path to innovative marketing is generating a high volume of unconventional, even "bad," ideas. Most will fail, but the one or two that succeed can become massive multipliers for your brand, often requiring you to ask for forgiveness, not permission.

Teams are composed of two mindsets: 'creators' who push boundaries with new ideas and 'doers' who execute existing plans. Asking a doer for creative, expansive ideas is a mistake, as they will default to what they know is achievable. True innovation requires tapping into your creators.

Effective creation is not a linear process but a continuous cycle. Start with chaotic ideas, apply strategic constraints to create a tangible asset, and then use the feedback and new questions from your audience—the 'new chaos'—to fuel the next iteration or creation.

Improving imagination is less like a painter adding to a blank canvas and more like a sculptor removing material. The primary task is to forget expected answers and consensus reality. This subtractive process uncovers the truly novel ideas that are otherwise obscured by convention.