Ideas and how to kill them – tools to help evaluate creative ideas

Bridges shares her advice for how to balance your head and your heart when evaluating your own, or someone else’s creative ideas and when to convene a Murder Board

This is an extract from In Your Creative Element by Claire Bridges, a book about creativity in business 

Think about the last time you thought something was ‘creative’. What was it?What criteria did you apply to decide whether it was creative? The envy factor is often how I judge creative ideas – when I think, ‘ooh, I wish I’d thought of that!’ Whilst we may think we’re being rational, our first reaction is always emotional (intuitive, unconscious, fast) rather than systematic logical thinking based on evidence, as brilliantly summarised in Daniel Kahneman’s masterly book Thinking Fast and Slow.

WRITER

Worthing

CREATIVE DESIGNER – BRAND

Maidenhead, Berkshire