Five ways to generate better ideas (that actually work)

You’re more likely to discover a great idea if you think of lots of ideas.

It sounds obvious, but most of us stop at the first solution that seems reasonable. We solve the problem once and move on. Job done.

But here’s what I’ve learned from years of design work: the first idea might be good, but the third or fourth idea is usually better. Multiple options make you think harder about which works best.

The decision becomes rational rather than random.

So how do you reliably generate multiple ideas? Here are five methods that work for me. Sometimes one approach is enough to open up the flow of ideas.

1. Evolution (Make it better)

Take something that already works and improve it incrementally.

Each version builds on what came before, but pushes in a slightly different direction.

For example, with logo design, the first might be typographic and minimal, the second might add a graphic element/icon, the third might experiment with more expressive typography.

Ideas do not always need to be revolutionary (we’ll look at that in point 3). A small change may be all that is needed to achieve the goal.

2. Synthesis (Combine things)

Take two or more existing ideas and combine them to create something new.

Think of those split-page books where you match a rabbit’s head to a crocodile’s body, there’s something delightful about unexpected combinations.

I recently created a website concept that wove in imagery and quotes from the founder’s hobby, making the brand personal and ownable in a way competitors couldn’t replicate.

For another client, I designed employee spotlights for social media that lead with what people do outside work before mentioning their role. It became an effective recruitment tool because it showed the human side first.

The key is looking for connections that aren’t obvious. What happens when you link two completely different concepts?

3. Revolution (Start from scratch)

Sometimes incremental improvement isn’t enough. Sometimes you need to throw out the old approach entirely to come up with something new.

Instead of trying to improve on the lecture format, someone created workshops. Same goal (learning), completely different method.

Instead of refining the hotel experience, Airbnb said ‘what if anyone’s home could be accommodation?’

This one requires a bit of courage because it means abandoning what’s familiar. But when evolution feels like you’re just rearranging deck chairs, revolution might be the answer.

4. Reapplication (Old idea, new use)

Take something that works in one context and apply it somewhere completely different.

Take the weight loss drugs everyone’s been talking about. They weren’t originally developed for weight loss at all, but for diabetes. Scientists found they had a useful side effect and licensed the same drug for a completely different purpose. Same product, different problem.

Duolingo took game mechanics (streaks, levels, lives) from mobile games and applied them to language learning.

Subscription models from magazines were reapplied to software (Adobe), razors (Dollar Shave Club), and meal kits.

Velcro was inspired by burrs sticking to a dog’s fur after a walk.

The question to ask is: what works brilliantly in another industry that we could adapt for ours?

5. Change direction (Flip the problem)

Instead of focusing on how to solve the problem, focus on why the problem exists in the first place.

Here’s a lovely example: rather than trying to keep skateboarders out of a curved drainage area, the council changed the design to make the bottom flat. No more curved surface meant skateboarders no longer wanted to be there. Instead of blocking people out, they changed the environment so people didn’t want to be there anyway.

This approach often leads to elegant solutions because you’re addressing the root cause rather than fighting the symptoms.

Why options matter

When you present multiple approaches to the same problem, people are forced to think about why they prefer one over another.

“I like this one because it feels more approachable.” “That version would work better with our existing materials.”

Clients often tell me, “I need to see it to know what I want.” The first stage of design often helps you write a better brief. Seeing possibilities clarifies what you’re really after.

This is especially valuable when someone can’t articulate what they want at the outset. Exploring ideas together lets the options guide us toward the right solution. The conversation shifts from abstract feelings to specific choices based on what’s in front of you.

That’s the real power of generating multiple ideas, it’s not just about having more options, it’s about making better decisions.

Try this

Next time you’re facing a challenge, don’t stop at your first solution. Try one of these five methods and see what else you discover.

You might be surprised by what emerges when you give your mind permission to explore.

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Next in the series: Simple techniques to spark creative thinking that anyone can use (no special skills required).