The Insight-to-Venture process guides users through various phases:
- Sensing: The sensing phase of the creation flow is the first step in understanding your topic and better defining the problem to be solved. During Sensing we're looking for User Needs and Insights. Discover the weak signals, look for contrarian perspectives, and challenge conventional wisdom. Adopt an explorative mindset and venture into the unknown. In the end you will synthesize towards the most original insights and most compelling user needs to converge upon a restatement of the initial brief in the form of a creative question. A question that begs to be answered.
- Visioning: In the visioning phase of the creation flow, you will ideate new Ideas and create new concepts. Emergent creativity and a vision of ‘what could be’ rather than ‘what is’ will allow you to diverge and spark many novel ideas for potential big solutions. Thinking Big and thinking laterally are key to uncover original and new ideas. By using visualization and storytelling, these ideas will really be brought to life. Through logical and analytical thinking, you will then start converging into a handful of compelling concepts that will be put to the test in the next phase.
- Prototyping: In the prototyping phase of the creation flow, you will focus on improving your concept by making 'low resolution' versions of it and receiving extensive user feedback. The essence to prototyping effectively is to think with your hands and listen to both the users and experts. Acquire as much feedback as possible and improve your concept by means of trial and error. Continue to fail and experiment until you get to the big idea you're after.
- Scaling: We operate in environments that are complex, dynamic and uncertain. This environment provides new challenges and opportunities for scaling – defined as the successful introduction of innovations that spread rapidly in non-linear fashion, seemingly self-propelled and with relatively little effort, resulting in an outsized impact. Through scaling, smart movers can quickly build substantial market shares – or define entirely new markets. And in any case, good use of scaling techniques tactics can be significantly more cost effective than traditional advertising or lobbying activities.