"In the business world, there are systems and processes for just about everything else. Yet creativity and innovation, arguably THE most important aspects of progress, are often left to happen by chance. The system provides a scaffolding for creative support and exploration, yet is open enough to avoid curbing creativity or outputting cookie-cutter solutions."

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There's an old saying - you'll never hit a target you can't see. Defining a Creative Challenge is an important step in focusing your creativity toward a specific problem or opportunity. A Creative Challenge can be something big such as a revolutionary new product or a cure for disease. However, it can also be much smaller such as a new package design or an efficiency gain in a manufacturing process. It starts with clearly defining the challenge and desired outcome.

— Josh Linkner