Step 3: Generate

Step 3 is about expanding the solution space. Before you can pick the best solution, you need many solutions to choose from. Brainstorming and Brainwriting (6-3-5) techniques ensure that every team member contributes ideas without the loudest voice dominating. The principle of "Expand Then Contract" is at its most visible here: quantity first, quality later. Judgment is deferred until Step 4.

Key Questions This Step Answers

• Have we generated enough ideas to move past the obvious solutions?
• Are quieter team members contributing, or are the loudest voices dominating?
• Have we looked at how other industries or organizations solved similar problems?
• Are we truly deferring judgment, or are we unconsciously filtering ideas?

Guiding Questions

• What are all possible solutions — no idea is too bold?
• How have other organizations solved similar problems?
• What would the ideal state look like if there were no constraints?
• Can we combine or build on any of these ideas?

Tools Used in This Step

Tips

• •Defer judgment — quantity over quality in the idea generation phase
• •Build on others' ideas with "Yes, and..." rather than "No, but..."
• •Include wild ideas — they often spark practical innovations
• •Set a target number of ideas (e.g., 30 ideas in 15 minutes) to push past the obvious

Best Practices

• ✓Brainwriting 6-3-5: 6 people write 3 ideas in 5 minutes, then pass their sheet to the next person
• ✓Group similar ideas into themes after generation without eliminating any
• ✓Separate divergent thinking (generating) from convergent thinking (selecting) — they happen in different steps
• ✓Use round-robin sharing so quieter team members contribute equally
• ✓Consider solutions from adjacent industries or unrelated fields for fresh perspective

Completion Criteria

Before moving to the next step, ensure these criteria are met:

• Multiple solution ideas have been generated
• Ideas have been reviewed and grouped by theme
• No evaluation or filtering has been applied yet