Neurons store our past experiences and compose them into new ideas.
There is no sudden magical idea!


BlueCallom Neuro Ideation Method™

Innovate like never before imaginable

Neuro Ideation & Lateral Ideation

Every idea created is a composition of past experiences. This understanding based in neuroscience is the foundation for Neuro Ideation – a technique that goes far beyond brainstorming.

One key aspect is the fact that our creative mind “thinks” lateral and not linear. We learn almost everything in step by step manner – linear. But creativity works laterally. Our two brain halves are connected with about 200 Million nerve fibers (Axons). And they fire parallel. This is where every moment in idea creation works differently. Read more about Lateral Ideation.

To learn more about Neuro Ideation, you may want to watch our Webinar Recording.

How do we think?

When understanding how our mind composes and processes ideas, we must ask how we can leverage those cognitive abilities, control them, influence them, and improve our thinking skills?

Experiences are Innovation Silver
Customers are the most relevant experience owner. As a result, customers are strategically valuable to any market-facing innovation project. The Innovation Opportunity Discovery method leverages the customer perspective to transform their feedback into groundbreaking innovation. This method encourages the addition of a diverse set of customers into the ideation process. To compare this point of ideation to climbing a mountain, the Innovation Team is at basecamp of the ‘Idea Mountain’ together with customers.
1) Brainstorming
Brainstorming is the conventional starting point for innovation but typically generates the most ‘obvious’ ideas.  Traditional brainstorming doesn’t encourage analogous thinking or spur the brain’s ability to combine complex experiences together in new ways. At the end of the brainstorming session, the best ideas are usually the ones that everybody understands but lack true innovative quality. Here, the team will have reached Camp 1 on the quest towards the top of the ‘Idea Mountain’.
2) Post Brainstorming Ideas
Neuroscience research has illuminated that the brain continues searching for ideas after brainstorming. The Innovative Thinking Model encourages post-brainstorming activity as a valuable source of idea generation. Up to two days after the initial brainstorming meeting, team members should be adding new ideas to the rolodex of the team’s ideas. At this point in the innovation process, the team has reached Camp 2 on the trip up the ‘Idea Mountain’.
3) Analogous Experience Connections
Analogous experience search, which describes a thinking process in which the brain connects seemingly unrelated past experiences, is a critical point of ideation to produce innovative concepts. The process taps into your neural networks to search for obscure ideas and solutions. The compositions of both obvious ideas and analogous ideas together produce novel results. At this point, the innovation team has reached Camp 3.
4) Post Analogous Idea Development
After analogous ideas are created, the post-analogous phase kicks in for the next two days. During this time period, the brain is verifying whether or not the analogous ideas are in sync with the original innovation opportunity. Simultaneously, the brain also checks for variations of the idea in the context of the analogous situation. At this point, the team has reached Camp 4 in the ideation journey.
5) CallomBurst
The next phase of ‘Ideation’ in the Innovative Thinking Model is the CallomBurst. This phase is focused on evaluating the current ideas for their innovative potential without limit. At this point, it is important for the team to visualize the impact of the solution, assuming all financing and resource needs are met. This vision allows the team to think in terms of ‘the sky is the limit’ and serves as the basis for conceptualizing the solution’s potential for competitive advantage. After the point of CallomBurst, the team has reached the last camp before summiting the ‘Idea Mountain’.
6) BlueCallom Summit Day
The last step of the ideation process is the BlueCallom Summit Day. At this stage, the team recaps previous experiences and visions collected throughout the ideation phase. The goal of this teamwork is to combine and recombine different experiences in an overall vision. By doing this activity, the team gains an actionable direction in their innovation strategy. This direction may encompass the development of an innovative concept that is the product of Neuro Ideation. In the end, this result will be a novel and groundbreaking innovation due to the techniques utilized to form it.