Creative processes have adapted to business demands, our brains haven’t. Psychologist Graham Wallas (1926) posed a model for creativity, a simple 4-step process. I'll cover step 2 "incubation" and how it can fit into project plans so that we can produce truly innovative ideas with less effort in the same time-frame.

1. MattShanks,Stamford-UXAUS2013, @ASTUTELY
ARE
COMPUTERS
HINDERING
CREATIVITY?
MattShanks,Stamford-UXAUS2013

2. MattShanks,Stamford-UXAUS2013, @ASTUTELY
GRAHAMWALLAS
awesomesocial
psychologist
NOTASBORINGAS
HELOOKS

3. MattShanks,Stamford-UXAUS2013, @ASTUTELY
Preparation INCUBATION REVELATION EVALUATION
1 2 3 4
GRAHAMWALLAS-ARTOFTHOUGHT,1926

4. MattShanks,Stamford-UXAUS2013, @ASTUTELY
Preparation INCUBATION REVELATION EVALUATION
1 2 3 4
ARTOFMATTSHANKS-GETTINGS**#!TDONE
DesignStudi0
TESTING
VALIDATION
ITERATION
Pitch/Critique
S/HOLDERWORKSHOPS
FOCUSGROUPS
CONTEXTUALENQUIRY

5. MattShanks,Stamford-UXAUS2013, @ASTUTELY
HOWDOYOU
CHARGEFOR
NOTTHINKING?
MattShanks,Stamford-UXAUS2013, @ASTUTELY

6. MattShanks,Stamford-UXAUS2013, @ASTUTELY
CLIENTPERCEPTION-
DIGITALTOOLS
MAKEeverything
moreEFFICIENT&
EASIER...
includingdesign

7. MattShanks,Stamford-UXAUS2013, @ASTUTELY
DOESN'TTHISRESEARCHALREADY
EXISTONTHEINTERNET?
MattShanks,Stamford-UXAUS2013, @ASTUTELY

8. MattShanks,Stamford-UXAUS2013, @ASTUTELY
I'vePLAYEDAROUNDWITH
AXUREBEFOREANDITSHOULD
ONLYTAKE2days
MattShanks,Stamford-UXAUS2013, @ASTUTELY

9. MattShanks,Stamford-UXAUS2013, @ASTUTELY
CAN'tYOUJUSTQUICKly
PHOTOSHOPIT?
MattShanks,Stamford-UXAUS2013, @ASTUTELY

10. MattShanks,Stamford-UXAUS2013, @ASTUTELY
MATT'sRESPONSE
SURE<ICAn...
ifyouwanta
lameSOLUTION

11. MattShanks,Stamford-UXAUS2013, @ASTUTELY
REALITYCHECK
WESTILLGETPAIDEVENIF
WEDOANOKJOB.
"CLIENtshavedeadlinesand
budgetstoo.

12. MattShanks,Stamford-UXAUS2013, @ASTUTELY
INTHISTECHNOLOGICAL
AGEWECANEACHLEAVE
ALARGERLEGACYBY
PROPaGATINGOURBESTIDEAS
thanbypropAgatingour
chromosomes
-DavidB.berman

13. MattShanks,Stamford-UXAUS2013, @ASTUTELY
TRANSLATION...
OKISN't
GOODEnough.
NOTFORMEOR
FORTHEWORLD

14. MattShanks,Stamford-UXAUS2013, @ASTUTELY
WHEREDOWEFIND
EXTRATIMEtomake
betterthanOK?

15. MattShanks,Stamford-UXAUS2013, @ASTUTELY
ADVANTAGEDESIGNER
MattShanks,Stamford-UXAUS2013, @ASTUTELY

16. MattShanks,Stamford-UXAUS2013, @ASTUTELY
OURBRAINSDON'T
TURNOFF
WE'reconstantly
interpretingtheworld

17. MattShanks,Stamford-UXAUS2013, @ASTUTELY
Solution
ASKFORTHE
PROBLEMEARLIER
MattShanks,Stamford-UXAUS2013, @ASTUTELY

18. MattShanks,Stamford-UXAUS2013, @ASTUTELY
May
PROJECT1
PREPARATION REV. EVALUATION
INCUBATION
INSERTPROJECT2PROBLEM
INTOBRAINHERE
PROJECT2
JUNE JULY AUGUST

19. MattShanks,Stamford-UXAUS2013, @ASTUTELY
ITDOESN"'tNEEDTO
BEFORMAL&
ITDOESN"TNEEDTO
BEACOMPLETEBRIEF

20. MattShanks,Stamford-UXAUS2013, @ASTUTELY
""FROM:P<M
NEXTweek
YOU'reWOrkingon
AMOBILESITEFOR{}
[INSERTCLIENTNAME]

21. MattShanks,Stamford-UXAUS2013, @ASTUTELY
SUDDENLY
INATURALLYBECOME
MOREAWARE:
OFPATTERNS&
OFCLIENTDOMAIN

22. MattShanks,Stamford-UXAUS2013, @ASTUTELY
SETSUBCONSCIOuS
towork
&
FORGETTHEPROBLEM
FORAWHILE.but...

23. MattShanks,Stamford-UXAUS2013, @ASTUTELY
B
r e a d Y
e e
MattShanks,Stamford-UXAUS2013, @ASTUTELY

24. MattShanks,Stamford-UXAUS2013, @ASTUTELY
revelationwill
strikeatthemost
unexpectedtime
andyourjobisto
captureit MattShanks,Stamford-UXAUS2013, @ASTUTELY

25. MattShanks,Stamford-UXAUS2013, @ASTUTELY
COMPUTERSARE
GREATATHELPING
OKLookCOMPLETE.
ANDOKCANBE
COMFORTABLE.MattShanks,Stamford-UXAUS2013, @ASTUTELY

26. MattShanks,Stamford-UXAUS2013, @ASTUTELY
LETTHEBRAINLEAD
nottheoutput
MattShanks,Stamford-UXAUS2013, @ASTUTELY

27. MattShanks,Stamford-UXAUS2013, @ASTUTELY
CHangeyour
processtogetthe
mostoutofyour
brainBECAUSE
justOKISNOTOK

28. MattShanks,Stamford-UXAUS2013, @ASTUTELY
FORMANAGERS FORDESIGNERS
TELLEA|RLY ASKOFTEN

29. MattShanks,Stamford-UXAUS2013, @ASTUTELY
LEt'sINCUBATEONIT.
APPLAUSE.
ohYOu'retookind.
THANKS.
MattShanks,Stamford-UXAUS2013
@ASTUTELY
MATT@ConSIDEREDAPPROACH>.COM