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