21 Days To A Big Idea by Bryan Mattimore

Last updated: Jul 18, 2023

Summary of 21 Days To A Big Idea by Bryan Mattimore

21 Days To A Big Idea by Bryan Mattimore is a practical guide that aims to help individuals and teams generate innovative and creative ideas. The book is divided into three parts, each focusing on a different aspect of the idea generation process.

In Part One, Mattimore introduces the concept of "Idea Storming" and provides an overview of the 21-day program. He emphasizes the importance of setting clear goals and objectives before starting the process. The author also highlights the significance of creating a conducive environment for idea generation, including the use of brainstorming techniques and the involvement of diverse perspectives.

Part Two delves into the 21-day program itself, which is divided into three phases: Preparation, Ideation, and Implementation. During the Preparation phase, Mattimore suggests various exercises and activities to stimulate creativity and expand one's thinking. These include mind mapping, random word association, and exploring different perspectives.

The Ideation phase focuses on generating a large quantity of ideas. Mattimore provides a range of techniques to facilitate this process, such as SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse), analogies, and role-playing. He emphasizes the importance of suspending judgment and encouraging wild and unconventional ideas during this phase.

Finally, the Implementation phase guides readers on how to evaluate and refine their ideas. Mattimore emphasizes the importance of feedback and collaboration in this stage. He provides strategies for testing and prototyping ideas, as well as techniques for overcoming obstacles and resistance to change.

Part Three of the book focuses on sustaining the idea generation process beyond the initial 21 days. Mattimore provides tips for maintaining a creative mindset and integrating idea generation into everyday life. He also shares success stories and examples of organizations that have successfully implemented the techniques outlined in the book.

Overall, 21 Days To A Big Idea is a comprehensive guide that offers practical tools and techniques for generating innovative ideas. It emphasizes the importance of creating a supportive environment, embracing diverse perspectives, and maintaining a creative mindset. By following the 21-day program outlined in the book, individuals and teams can enhance their creative thinking abilities and generate breakthrough ideas.

1. Embrace the Power of Constraints

Innovation often thrives under constraints. Instead of viewing limitations as obstacles, the book encourages readers to see them as opportunities for creativity. By setting boundaries and restrictions, you force yourself to think outside the box and come up with unique solutions. Constraints can be in the form of time, budget, resources, or even self-imposed limitations. By embracing constraints, you tap into your creative potential and find innovative ways to overcome challenges.

For example, if you have a limited budget for a marketing campaign, instead of feeling restricted, you can explore unconventional and cost-effective strategies to reach your target audience. This mindset shift allows you to think creatively and find innovative solutions that you may not have considered otherwise.

2. Foster a Culture of Collaboration

The book emphasizes the importance of collaboration in generating big ideas. It suggests that innovation is a team effort and encourages readers to create an environment that fosters collaboration and idea-sharing. By bringing together diverse perspectives and expertise, you can leverage the collective intelligence of your team to generate breakthrough ideas.

One way to foster collaboration is by organizing brainstorming sessions or ideation workshops where team members can freely share their thoughts and build upon each other's ideas. Creating a safe and inclusive space where everyone feels comfortable expressing their opinions is crucial for effective collaboration. By embracing collaboration, you can harness the power of collective creativity and generate ideas that are more robust and impactful.

3. Embrace Failure as a Learning Opportunity

The book highlights the importance of embracing failure as a stepping stone to success. It encourages readers to adopt a growth mindset and view failures as valuable learning opportunities. By reframing failure as a necessary part of the innovation process, you can overcome the fear of taking risks and become more resilient in the face of setbacks.

Instead of dwelling on failures, the book suggests analyzing them to extract valuable insights and lessons. By understanding what went wrong, you can make informed adjustments and improve your future attempts. Embracing failure also allows you to experiment more freely and explore unconventional ideas without the fear of judgment or rejection.

4. Seek Inspiration from Unrelated Fields

The book emphasizes the importance of seeking inspiration from unrelated fields to spark new ideas. By exploring diverse industries, disciplines, and perspectives, you can discover fresh insights and apply them to your own domain. Drawing connections between seemingly unrelated concepts can lead to breakthrough innovations.

For example, if you're working on a problem in the healthcare industry, you can seek inspiration from fields like architecture, fashion, or technology. By examining how these industries approach similar challenges, you can gain new perspectives and generate unique ideas that haven't been explored in your field before.

5. Emphasize User-Centric Design

The book emphasizes the importance of putting the user at the center of the innovation process. By understanding the needs, desires, and pain points of your target audience, you can design solutions that truly resonate with them. User-centric design involves conducting thorough research, gathering feedback, and iterating based on user insights.

By empathizing with your users and involving them in the design process, you can create products or services that address their specific needs. This approach increases the chances of success and ensures that your ideas are relevant and valuable to your target market.

6. Embrace the Power of Divergent Thinking

The book encourages readers to embrace divergent thinking, which involves generating a wide range of ideas without judgment or evaluation. By allowing yourself to think freely and explore unconventional possibilities, you can uncover unique and innovative solutions.

Instead of immediately narrowing down options, the book suggests exploring a multitude of ideas and then selecting the most promising ones. This approach allows for more creative and out-of-the-box thinking, leading to breakthrough ideas that may have been overlooked otherwise.

7. Cultivate a Curious Mindset

The book emphasizes the importance of cultivating a curious mindset to foster innovation. By staying curious and continuously seeking new knowledge and experiences, you can expand your horizons and discover new opportunities for innovation.

Curiosity involves asking questions, challenging assumptions, and exploring different perspectives. By approaching problems with a curious mindset, you can uncover hidden insights and generate fresh ideas that push the boundaries of what's possible.

8. Prototype and Iterate

The book highlights the importance of prototyping and iterating as a way to refine and improve ideas. Instead of waiting for a perfect solution, the book encourages readers to create rough prototypes and gather feedback early on.

By testing and iterating on prototypes, you can quickly identify flaws, make necessary adjustments, and improve the overall design. This iterative approach allows for continuous learning and refinement, increasing the chances of success when implementing your big idea.