How to get a big idea

Disruptive innovations don’t come from brainstorming. They come from understanding your organisation’s purpose, your customer's problems and designing solutions from a clean slate. Step 1: Why? Why do you need an idea and how does it fit with the purpose of the organisation? Come to think of it, what is the purpose of your organisation? Do you have a clear social raison d’etre, beyond just making money? An organisation’s purpose needs to be not just blah, blah, blah ignored in an annual report. It needs to be lived as well as written, it needs to draw in customer engagement and be inspirational enough to get you out of bed eagerly energised for another long day. Google’s purpose is “t

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