In the Illumination phase our goal is to discover penetrating insights and generate brilliant ideas for solving brand issues. We do this by using 7 types of Illumination tool, all designed to liberate the brain from the shackles of conventional thought:

• Dispersion tools break the issue down then modify its components
• Spectrum tools express the issue in new ways
• Focus tools shift attention to the context surrounding the issue
• Random Light tools provide stimulus which is unrelated to the issue
• Inner Light tools consider the issue via the subconscious mind
• Lenses tools consider the issue from many different perspectives
• Reflections tools share common attributes with the issue