Forming & Framing Ideas By Asking Better Questions

Our world is full of complex challenges: war, politics, the economy, education, health. So the ability to generate innovative solutions has become a critical skill. Whether in education, business, or the social sector, organisations and individuals are constantly seeking new ways to tackle problems and drive positive change. But the creative process can often feel messy and unstructured, leaving us feeling stuck or overwhelmed. This is where the Unboxing Ideas Framework comes in.

It is inspired by British psychologist and co-founder of the London School of Economics, Graham Wallas' 1926 book, The Art of Thought. In this seminal work, Wallas, laid out a four-stage model of the creative process. His book was one of the first to provide a structured framework for understanding how individuals generate new ideas and solve complex problems. Wallas identified four key stages: Preparation, Incubation, Illumination, and Verification. The Preparation stage involves gathering information and resources, defining the problem, and setting the stage for creative thinking. The Incubation stage is a period of unconscious processing, where the mind continues to work on the problem in the background. Illumination is the sudden breakthrough moment of insight or realisation. Finally, the Verification stage involves testing, refining, and implementing the new idea. Wallas' model has been highly influential in the fields of psychology, education, and business, and has inspired countless subsequent theories and frameworks for creative problem-solving, including the Unboxing Ideas Framework!

My framework provides a similarly structured approach to ideation and problem-solving; I have simplified the stages and given them a bit of an easier frame of reference. By breaking down the creative process into four distinct stages - Prep, Brew, Aha, and Check - the framework helps individuals and teams navigate the complexities of innovation and collaboration.

At its core, the Unboxing Ideas Framework is about asking the right questions at the right time. Each stage of the framework is associated with a set of carefully crafted questions designed to stimulate divergent thinking, challenge assumptions, and encourage exploration. These questions serve as prompts for deeper reflection and discussion, helping participants to approach problems from new angles and generate novel insights. It’s super interesting seeing this dynamic play out for individuals and groups; it certainly works differently than I anticipated!

The Four Stages of Unboxing Ideas

1. Prep: Laying the Foundation

The Prep stage is all about setting the groundwork for successful ideation. This is where we ask questions that help us clarify our goals, gather relevant information, and identify potential roadblocks. Some key questions in this stage include:

- What are we trying to achieve?

- What do we already know about this problem or opportunity?

- Who are the key stakeholders we need to involve?

- What resources do we have at our disposal?

By answering these questions, we create a shared understanding of the problem space and the constraints we must work within. We also begin to identify knowledge gaps and areas where we need to gather more information.

Example: Imagine a multi-academy trust that wants to improve student engagement and academic outcomes. In the Prep stage, they might ask: What data do we have on student performance and satisfaction? What are the biggest challenges our students and teachers face? What best practices can we learn from other districts?

Think of the Prep stage as a map-making exercise. Just as explorers need to survey the terrain and gather information before embarking on a journey, problem-solvers need to map out the problem space and identify the key landmarks and obstacles.

NOTE: It is super important that we spend more time on Prep than we currently do! We often want to dive into solution-finding and as I have said countless times: We might be finding solutions where there aren’t problems!

Join an Unboxing Ideas Workshop this summer!

2. Brew: Letting Ideas Simmer

The Brew stage is where we allow our ideas to percolate and evolve over time. This is the stage of incubation, where we step back from the problem and let our minds wander. In the Brew stage, we ask questions that encourage us to make connections, explore alternatives, and challenge our assumptions:

- What if we looked at this problem from a completely different perspective?

- How might we combine ideas in new and unexpected ways?

- What assumptions are we making that might be limiting our thinking?

- What can we learn from other industries or disciplines?

By giving ourselves permission to think expansively and imaginatively, we open up new possibilities for innovation. We also begin to see patterns and connections that were previously hidden from view.

Example: A business team working on a new product line might spend time in the Brew stage exploring analogies from nature, studying the needs and behaviours of extreme users, or brainstorming wild and impractical ideas as a way to stretch their thinking.

The Brew stage is like the slow cooking process of making a rich and flavourful stew. By allowing our ideas to simmer and blend over time, we create something that is more than the sum of its parts.

NOTE: Wallas talks about how we need to allow space for the subconscious mind to incubate thoughts. It’s the ‘I will leave it and come back to it in a few hours after walking the dog’ perspective.

3. Aha: The Moment of Insight

The Aha stage is the moment of sudden realisation or inspiration. This is where the pieces of the puzzle fall into place and we see the problem in a new light. In the Aha stage, we ask questions that help us capture and articulate our insights:

- What was the key insight or discovery that emerged?

- How does this change our understanding of the problem or opportunity?

- What are the implications of this new perspective?

- How can we build on this insight to generate even more ideas?

The Aha stage is often accompanied by a sense of excitement and energy, as we see new possibilities and pathways forward. It is also a time to document our ideas and insights, so that we can build on them in the later stages of the process.

Example: A non-profit organisation working to reduce homelessness might have an Aha moment when they realise that many of their clients are struggling with undiagnosed mental health issues. This insight could lead them to develop new partnerships with mental health providers and create more holistic support services.

The Aha stage is like the moment a detective cracks a case wide open. Suddenly, all the clues and evidence that seemed disconnected before now fit together in a coherent narrative.

NOTE: Aha moments might yield more than one solution. That can be a challenge but be careful not to throw out many ideas for the one you like or that makes the most financial sense; the next stage might help you determine which ones to run with.

4. Check: Putting Ideas to the Test

The Check stage is where we evaluate and refine our ideas to ensure they are viable, feasible, and desirable. This is the stage of experimentation and iteration, where we test our assumptions and gather feedback from stakeholders. In the Check stage, we ask questions like:

- How can we prototype or pilot our idea to gather real-world data?

- What metrics can we use to evaluate the success of our solution?

- How can we involve end-users and stakeholders in the design and testing process?

- What potential unintended consequences do we need to consider?

The Check stage is about embracing a learning mindset, where we view failures and setbacks as opportunities for growth and improvement. It is also about maintaining a user-centred focus, ensuring that our solutions are grounded in the needs and experiences of the people we aim to serve.

Example: A government agency looking to streamline its services might create a series of low-fidelity prototypes and test them with a diverse group of users. Based on their feedback, they could then refine and improve the design before investing in full-scale implementation.

The Check stage is like a series of dress rehearsals before opening night. By testing and refining our ideas in a safe and controlled environment, we can work out the kinks and ensure a successful launch.

NOTE: We never really ‘arrive’ and the Check stage will be an ongoing iterative process.

Image Source: Midjourney: Unboxing Ideas graphic without words --ar 16:9

The true power of the Unboxing Ideas Framework lies in its ability to create a shared language and structure for collaborative problem-solving. By providing a common set of questions and prompts, the framework helps teams to align their thinking, surface diverse perspectives, and generate novel solutions.

One of the key benefits of the framework is its flexibility. While the four stages provide a general sequence for the creative process, they are not meant to be followed in a rigid or linear fashion. Teams can move back and forth between stages as needed, or even engage in multiple stages simultaneously.

For example, a team might spend time in the Brew stage while also conducting research and gathering information in the Prep stage. Or they might have an Aha moment that sends them back to the Prep stage to reframe the problem in a new way.

The framework is also highly adaptable to different contexts and challenges. Whether you are working on a complex social issue, designing a new product or service, or trying to improve organisational processes, the framework can help guide your thinking and collaboration.

To illustrate the power and versatility of the Unboxing Ideas Framework, let's explore a few real-world examples of how it has been applied in different sectors and contexts.

1. Redesigning The School Science Curriculum

A team of science teachers used the Unboxing Ideas Framework to redesign their curriculum to be more engaging, relevant, and inquiry-based. In the Prep stage, they gathered data on student performance and attitudes towards science, reviewed best practices from other schools, and identified key standards and learning objectives.

During the Brew stage, they brainstormed (or actually brainwrote - see Adam Grant’s work) creative ways to integrate hands-on projects, real-world applications, and cross-disciplinary connections into their lessons. They also explored innovative pedagogical approaches such as flipped classrooms and problem-based learning.

An Aha moment came when they realised they could leverage community partnerships to provide students with authentic research experiences and mentorship opportunities. This insight led them to reach out to local universities, businesses, and nonprofits to co-design learning experiences.

In the Check stage, they piloted the new curriculum with a subset of students and gathered feedback through surveys, focus groups, and classroom observations. Based on this data, they made several iterations and refinements before implementing the curriculum school-wide.

2. Developing a New Product Line

A consumer goods company used the Unboxing Ideas Framework to develop a new line of sustainable printing products. In the Prep stage, they conducted market research to understand consumer preferences and pain points, analysed competitor offerings, and identified key sustainability criteria.

During the Brew stage, they held a series of ideation workshops where cross-functional teams generated ideas for new product formulations, packaging designs, and marketing strategies. They used techniques like biomimicry and analogical thinking to inspire creative solutions.

An Aha moment occurred when one team member suggested partnering with a local waste management company to source recycled plastics for packaging. This insight sparked a larger conversation about how the company could create a closed-loop system for its products.

In the Check stage, they created prototypes of the top product concepts and tested them with focus groups and beta users. They also conducted lifecycle assessments to ensure the products met their sustainability goals. Based on the feedback and data, they refined the product designs and launched a successful pilot in select markets. Interestingly, they also went up the supply chain to check out the sustainability scopes beyond their own practices.

3. Improving Mental Health Literacy
A mental health charity in the UK used the Unboxing Ideas Framework to address the challenge of improving mental health literacy and reducing stigma. In the Prep stage, they conducted research to identify the gaps in mental health knowledge among different sectors, such as education, SMEs, healthcare, and social services. They also gathered data on the impact of poor mental health literacy on individuals and communities.

During the Brew stage, the charity convened a diverse group of stakeholders, including representatives from schools, universities, healthcare providers, local authorities, different sized businesses and community organisations, to generate ideas for improving mental health literacy. They explored solutions such as integrating mental health education into school curricula, providing training for professionals, and launching public awareness campaigns.

An Aha moment occurred when they realised they could create a shared learning programme that brings together professionals from different sectors to study a common curriculum on mental health. This insight led to the idea of developing a cross-sector training programme that not only provides knowledge but also creates space for authentic conversations and collaboration around mental health.

In the Check stage, the charity piloted the training program with a cohort of professionals from education, healthcare, business and social services. They tracked key metrics such as participation rates, knowledge gains, and behaviour changes. They also conducted qualitative interviews with participants to gather insights on the impact and effectiveness of the programme. Based on the positive outcomes and learnings from the pilot, the charity partnered with universities and professional bodies to accredit and scale up the training across the UK.

Through this initiative, the mental health charity was able to foster a shared understanding of mental health across different sectors, break down silos, and create a more integrated approach to mental health support. The training not only improved mental health literacy but also catalysed cross-sector collaboration and innovation. Participants reported feeling more confident in identifying and supporting individuals with mental health needs, as well as more connected to a wider network of professionals working towards a common goal.

Image Source: Midjourney: Embrace a Question-Driven Approach --ar 16:9

I think there are some key things we could all take away to implement the framework in whatever context we find ourselves.

1. Embrace a Question-Driven Approach

At the heart of the Unboxing Ideas Framework is the power of asking the right questions at the right time. By embracing a question-driven approach, teams can challenge assumptions, explore new perspectives, and uncover innovative solutions. The framework provides a structured set of questions for each stage of the creative process, from Prep to Brew to Aha to Check. By internalising these questions and making them a regular part of their problem-solving toolkit, teams can cultivate a culture of curiosity, learning, and continuous improvement. Or you could just buy some cards…!

2. Foster Cross-Disciplinary Collaboration

One of the key strengths of the framework is its ability to bring together diverse perspectives and expertise. By creating a shared language and process for ideation and problem-solving, the framework helps to break down disciplinary silos and foster cross-disciplinary collaboration. When teams from different backgrounds and functions come together to explore a challenge, they bring a wealth of knowledge, experiences, and ideas to the table. This diversity of thought is essential for generating a range of solutions and ensuring that multiple angles are considered. The framework provides a structure for harnessing this collective genius and channelling it towards a common goal.

3. Embrace Experimentation and Iteration

The Unboxing Ideas Framework is not a linear, one-and-done process. Rather, it is an iterative cycle of exploration, testing, and refinement. The Check stage, in particular, emphasises the importance of prototyping, piloting, and gathering feedback to validate and improve ideas. By embracing experimentation and iteration as core values, teams can develop a culture of learning and continuous improvement. They can approach challenges with a growth mindset, seeing failures and setbacks as opportunities for learning and adaptation. This mindset is essential for navigating the complexities and uncertainties of today's world, where solutions must be agile, responsive, and resilient.

4. Scale for Impact and Sustainability

While the Unboxing Ideas Framework can be applied to challenges of any scale or scope, it is particularly well-suited for tackling complex, systemic issues that require multi-stakeholder collaboration and long-term thinking. As the real-world examples demonstrate, the framework can help teams to design and implement solutions that are not only effective in the short-term but also scalable and sustainable in the long-term. By considering factors such as resource allocation, policy alignment, and community engagement, teams can develop solutions that have the potential for widespread adoption and lasting impact. The framework's emphasis on stakeholder involvement and user-centred design helps to ensure that solutions are grounded in the needs and realities of the people they aim to serve.

In sum, I think this Unboxing Ideas Framework is a versatile and powerful tool for collaborative problem-solving in an increasingly complex world (I might be biased!). By embracing a question-driven approach, fostering cross-disciplinary collaboration, embracing experimentation and iteration, and scaling for impact and sustainability, teams can unlock their creative potential and develop solutions to the challenges of our time. The framework offers a roadmap for this essential work, helping us to ask better questions, learn from diverse perspectives, and create meaningful, lasting change.

I am working with teams to integrate this into their practice so please let me know if I can work with you.

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