Creativity for Web Developers, Continued

Most people assume that total freedom is required for creativity. While it's true that outside constraints (such as pressure or lack of support) can seriously hamper creativity, a total lack of guidelines is equally effective at squelching ideas. For example, try these two exercises:

1. Imagine that you work for a beverage company. Brainstorm a new product.

2. Now imagine that you work for a car company. Brainstorm a new product that will appeal to teenagers who have just received a driver's license. It should also appeal to parents who might purchase this product for their son or daughter.

If you're like most people, the first problem was impossibly broad. Understanding the parameters a bit more (as you did in the second problem) probably helped you to focus your efforts.

Before you begin looking for solutions, it's important to understand the basic guidelines you're operating under. If you're working with a client, you'll need to get a clear statement of goals, or in other words, how they will define success. If someone other than your contact will be approving ideas, you need to know what that person's goals and expectations are. Finally, you'll need to know what resources (especially budget, staff, and time) a client can bring to the table. Brainstorming a brilliant solution for a fictional company with limitless finances isn't going to help a real client on a shoestring budget. Instead, their resource limitations should be addressed in the solutions you uncover, right from square one.

Despite the importance of parameters, it's important not to get bogged down in other limitations. Try not to confuse arbitrary demands or petty arguments with real standards for success. Joe in Accounting may want a solution that will fit the software he's already using, but it shouldn't necessarily be included among important criteria for success. However, if the company can't afford to buy a new accounting system, then you'd better listen to what Joe has to say.

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