Confession: I’ve never really thought about the process of creativity or strategies generating ideas before, much less believed there could exist a framework or model for helping to do just that. But that’s what the ICEDIP model is. Originally conceived by Geoffrey Petty and presented in his book, ‘How to be better at … Creativity’ .
Sure, I’ve used techniques like brainstorming and mind mapping before and with a lot of success too both as an individual and within a team. I’ve even facilitated brainstorming sessions for my team when devising our quality roadmap. Looking back, I do now wonder how much more we could have achieved had we adopted this approach.
The ICEDIP model…
The model is composed of six phases from which it derives its name:
- Inspiration – Generate and harvest a large number of ideas
- Clarification – Definition and clarification of what is to be achieved
- Evaluation – Review ideas and identify improvements
- Distillation – Select ideas worthy of further development
- Incubation – Gestation period, pause and allow subconscious time to work
- Perspiration – Where the work gets done
Note this is a model, not a process. It is highly iterative in nature and rather than follow a linear path through each phase in turn, the practitioner is encouraged switch between phases as needed.
Inspiration
The purpose of the inspiration phase is to generate ideas. Lots of them. As Petty himself remarks, ‘quantity not quality’.
This is not the time to be judgemental or self critical. There is no room for negativity nor doubt in this phase. Instead one is encouraged to approach the problem domain with enthusiasm, take risks, experiment and play.
Clarification
In the clarification phase the focus of attention is shifted towards the goal or objective. It is now the time to consider what we wish to achieve with the aid of logical, strategic thought.
Evaluation
Here, we review our work so far. The weaker ideas are removed from the mix, the remainder being assessed to identify areas for improvement. The evaluation phase may trigger another incubation round to generate more ideas.
Distillation
Distillation identifies and filters out the ideas worthy of further development.
Each idea is considered and tested against the output of the clarification phase. Most will be discarded as non-fliers, as Petty himself remarks “you should be rejecting at least 90% of your initial ideas.”
Incubation
The subconscious is a powerful tool and the purpose of the incubation phase is to allow it time to go to work. The problem is put to bed for a few days whilst we work on another task entirely.
This is a technique I’ve tried myself on occasion when presented with an insoluble problem with great success. The solution always presents itself when I’m most relaxed and thinking of something else entirely.
Perspiration
As the name of this phase implies, this is where the work gets done. Making the most of this phase requires a disciplined, positive mindset and will frequently form a tight loop with the evaluation phase.
Conclusion
To successfully wield the ICEDIP model requires knowing which phase to be in at any given time, seamlessly switching back and forth between them and adapting to the appropriate mindset: knowing when to take risks and when to be cautious, knowing when to play and when to apply cold, hard logic.
Reading about the model has really awakened my mind to this approach to creativity. I can identify and relate to most of the phases having used aspects of some of them in the past without really knowing or realising it.
if you play safe you will tend to stick to well tried and tested (that is unoriginal) strategies
(Petty, 2017)
One phrase in Petty’s book really resonates “if you play safe you will tend to stick to well tried and tested (that is unoriginal) strategies.” Guilty as charged! Looking back over my own experiences now, I can only wonder how different some of my work could have been with more risk, more lateral thinking and more radical ideas.
I do wonder if one of my clients tried to take me down that route a few years ago. We were discussing team photos for his company’s website, headshots, so not the most creative of genres. For inspiration he kept sending pictures of cars, Jaguars, on exhibition stands. Back then I failed to see what he was trying to achieve. Perhaps it was his attempt at triggering more creative thinking.
References
Photo by Dragos Gontariu on Unsplash
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