Where do ideas come from? Truly come from? The great ones, and even more so, the exceptional ones, are brought about through a need. A need to fill a gap, a frustration of something not working properly and wanting to make it better, to express something in a new and interesting way, or to overcome a problem that hasn’t been solved.

The journey to forming ideas can take you to some really exciting places that you never would have imagined from the outset. Whether I like blue or not, relate R&B to a form of sadistic torture or spend a large proportion of my time thinking about food is largely irrelevant in most cases. What matters are the thoughts, behaviours, and lives of the people your ideas need to make a difference to.

Ideas need to be brought to life and made great through interrogating the need. Understanding the root of the problem, the target audience and constraints, looking at it from every angle to ensure that whatever the solution, it is as robust, distilled and impactful as possible. This means, especially in the area of health, that it needs to be evidence based. Rooted in an understanding that makes the answer undeniably right and strong.

We recently developed some ideas for an engagement programme to empower a traditionally hard to reach community to take control of their health. One of the core initiatives we proposed was, on the surface and out of context, really random. I’ll admit it was an idea out of my comfort zone and something that wouldn’t interest me in the slightest. In fact, it’s the kind of thing that would make me feel uncomfortable and self-conscious. But then it wasn’t aimed at me. All of the research we conducted and insight we gathered suggested that this was a great way to reach this particular community and motivate them to act.

Being able to separate yourself from your predilections, to open and allow your mind to explore new ideas and ways of thinking based on strong and relevant insights, can really create incredibly powerful results.

If an idea is rooted in good insight, then it is hard to refute. If it truly solves the problem or need set out in the first place then personal tastes, feelings or opinions shouldn’t hold any weight. Subjectivity has no place here.