Creative people are fantastic at developing ideas. The problem is, far too few of those ideas actually solve a problem. I’ve had designers, video producers, writers, or musicians enthusiastically describe a creative idea for a project, campaign, or launch. But when I ask, “What problem does this solve?” They become a blank.
If you’re frustrated that the boss doesn’t listen to your brilliant ideas, or if your thinking is discounted and ignored, most of the time the reason is that they’re not actually solving a problem.
Always start there, not with your ideas. Look at the problem. Study the problem. Obsess over the problem. Only then can you focus your creativity on something that accomplishes a goal.
Because no one cares about solutions that don’t actually solve anything.