Before you even start to think,develop your understand.The more you understand.the more you can imagine.

Too often,under the pressureof a deadline,we try to skip the step and trade on what we know already,or what we're given in the brief.

Remember a "brief"is just that.It's a summary of what other people know.No matter how good it is,it's like trying to appreciate Shakespeare from the crib notes.

Unless you are a walking talking encyclopedia and two time winner of the Mensa Masters,you'll need to know more stuff before you start thinking.

Mask sure you do your own homework.

Remember,no grazing,no milk.

第一步:了解你的素材

当你还没开始想法之前，开发你知道的东西，你知道的东西越多，你能想像的也就越多。

很多时候，迫于期限的压力，我们试图跳过第一步直接利用我们以知的东西或是简报里给我们的东西。

记住，“简报”是很形式化的。它是只是别人知道的大概情况而已。

除非您是一本会走会说的百科全书和two time winner of the Mensa Masters, 在你开始想法之前需要知道更多素材。

监督自己在开始想法之前做好素材和消息的搜集。

记住，不放牛，就没有牛奶。

Ask dumb question. What is it? Where does it come from? How do you make it? Who invented it? Why? Surf the internet. Read books. Watch movies, Devour comics & cartoons. Visit factories. Visit art galleries. Listen to music. Recite poetry. Talk to consumers. Talk to the client. Talk to the taxi drivers. Study the competition. Consult experts. Try the product. Sing……

问个愚蠢的问题。它是什么? 它何处来自? 怎么做它? 谁发明了它? 为什么? 上网，读书，看电影, 漫画, 动画片。去工厂，画廊。听音乐。背诵诗歌。和消费者聊。和客户聊，和出租汽车司机聊。学习竞争对手，咨询专家。尝试产品。唱歌......

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