Insights, Inspiration and Incubation

If you're in the business of ideas, you need three things: insights, inspiration, and incubation.

Insights come from going below the surface. The motivation behind the observation, the trigger behind the behaviour, the data that reveals a pattern or a truth. The core of the problem, not just the symptoms.

Inspiration can come from anywhere at any time. A novel idea in another context, a clever solution to a stubborn problem, something that drew your attention or captured your imagination long after you experienced it. Things you’ve stored for a later date.

Incubation is the time and space you allow to generate and then evaluate ideas. This has two parts:

Stepping away from the problem to let ideas form. I'm more prolific when I'm away from work but still reflecting on it. Usually on a bike or on foot, without distractions.

Leaving the idea alone long enough to see it again with clear eyes and a fresh mind. Overnight. Over the weekend. The idea that felt brilliant on Friday often looks different on Monday. Sometimes better, sometimes not.

The deeper you dig, the more you collect, the more you let things breathe, the better your chances of taking one and one and coming up with three.

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