Death by Process.

Do you have a process, or a cage?

A process is a massively useful tool. It’s a powerful way to make sure you don’t miss any steps, and that the finished product reaches the standards for quality you set.

But a process is also inherently limiting. By establishing steps, procedures and specific measurements of quality across the board, you run the risk of creating a factory that generates one kind of solution, rather than a method of determining the best solution for each unique problem.

And no, brainstorming doesn’t ‘fix’ this situation. Inserting a creative act into a box that limits its shape and scope does not make a process creative, or original.

That said, you need a process of some kind. Creativity, when aimless, rarely ships anything of value.

Things that I consider key parts of my process:

Open ended questions that get me to consider what the actual problem, and actual solution are
Identifying creative elements that each project requires (from myself, and others)
Listing un-executable but awesome solutions (then dissecting why they are un-executable)
Identifying the end behavior desired, then working backwards
Screwing around: that is, diverting focus to tangentially related content for inspiration and insight (WARNING: not billable)

If every action is identified in advance, the range of potential outcomes is limited. When playing an instrument, there’s a limited number of notes, and pleasing combinations thereof. You are already inherently limited by the extent of what your chosen canvas (whether it be artistic, or professional) can incorporate.

Consider this before creating a rigid process that turns your ideas into widgets, all coming off the same assembly line.