Methods
How do the words and metaphors we use to to describe ideas affect the methods and tools we use in innovation?
One approach is to leverage the three ideation metaphors, by understanding how each fits into different phases in an innovation process.
The very earliest stages of ideation, part of innovation’s “fuzzy front end”, tend to emphasize open brainstorming using a variety of creativity-enhancing techniques. The goal is to produce an initial tsunami of interesting and often potentially disruptive ideas. The outer limits (in terms of what ideas are appropriate) are as far apart as they will ever be in a particular project; more is better than less; we’re not looking to closely at any particular idea or questioning (yet) whether we’re generating all the possible ideas.
This is when associative thinking shines; when unconscious processes are particularly fruitful. Generative metaphors are rife and appropriate.
Arguably, the value of spatial metaphors (and spatial techniques) kicks in when we need to figure out whether our pool of ideas includes every possibility within the limits we’ve defined. Spatial thinking seems useful when we try to actively define and pursue differentiation — ideas which are to some degree different (i.e. at some distance from) other ideas.
Although in a generative metaphor, we can recognize difference (one species or individual is different than another) it seems more difficult to compare or quantify difference (when is an idea “more different” than another idea). Whereas, in a spatial metaverse, difference is already translated into distance, and thus becomes a fluid component of the discourse.
When we want a unique idea, we reach for it, it’s a stretch, it’s out of the box, out of left field, far out.
In a way, the generative metaphor (and creative processes) is not very intentional. We don’t know what we’ll come up with. We’re like Jack and the Beanstalk … We don’t know what will grow out of the seed when planted. But spatiality helps guide that process … We can use it to define a frame, to specify an area of opportunity, to say “go over there and plant a seed, because its less crowded.”