Ideas Unlocked

As a designer, I’ve always known great ideas don’t just happen, they’re unlocked through a mix of practice, persistence, and the process itself. Recently, I had the chance to attend a D&AD masterclass with Nick Eagleton from Saboteur, and it reminded me that the secret to truly impactful ideas isn’t about waiting for that “eureka!” moment. It’s about giving yourself the space to think, refine, and push ideas further.

The 4 and a half P’s to unlocking great ideas

1: Problem
One of the most important things I took away is how crucial it is to truly understand the problem you’re solving. Whether you’re designing for a new brand, a creative marketing campaign, or a website, everything starts here. It’s tempting to dive straight into solutions, especially as thats the exciting part everyone's eager to see, but the best ideas come from really taking the time to get to know your audience, their needs, and what you’re trying to achieve. Getting this right is the foundation for everything that follows.

2: Play
Once you’re clear on the problem, it’s time to start exploring ideas. The key here is to go big and be as wild as possible. Don’t limit yourself or censor your thoughts in the early stages. Even the most out-there ideas can lead you to something unexpected, something truly unique. Ask yourself, “What if money or time weren’t an issue? How would a brand like Nike or Monzo approach this?” Sometimes, stepping outside your normal boundaries can spark ideas that would never have come up if you stayed within the box.

2 and a half: Pause
Sometimes, the best thing you can do is step away from the problem entirely. Don’t shut off, but give yourself the space to disconnect. Go for a walk, read something unrelated, or just engage in something different to stimulate your imagination and emotions. By exposing yourself to new experiences, you’ll feed the creative process happening in the background, letting your subconscious make the connections while you’re not actively thinking about the challenge.

It was here Nick gave us a couple of brainteasers to encourage us to think differently. See how you get on...

3: Push
When you’ve got a handful of ideas, don’t just settle for the first one that feels “good enough.” Push your best ideas further. Think about how you can simplify them, make them bigger, or be bolder. The more you challenge yourself to improve them, the more likely you are to come up with something truly special.

4. Pitch
Finally, when it’s time to pitch your idea, remember that how you tell the story is just as important as the idea itself. Nick's advice was to start with something that sparks curiosity, like “Imagine if you could…” This simple prompt invites people to see your idea in a new light, and framing it this way makes it feel exciting and tangible. And don’t forget the visuals. Back up your ideas with imagery that supports and brings it to life.

Final thoughts

At the end of the day, creativity isn’t about waiting for a sudden burst of inspiration (as nice as that would be!). It’s about having the discipline to approach problems methodically, giving yourself the space to think, and not being afraid to push your ideas further. Every challenge you face is an opportunity to create something memorable, something that stands out. So, the next time you’re working on a tough brief, remember the four and a half P’s. Ask the right questions, think big, and always, always start your pitch with “Imagine if you could…” It’s a small shift in approach, but it could be the thing that unlocks your next big idea.