The Incubation Process

Following total immersion in the ideas collected, the past, present and future possibilities come next. This is time for quiet reflection, allowing the mind to absorb all that has happened.

Incubation is the period when the ideas are handed over to the vast computer which is the sub-conscious. It is a secret computer into which everything one has ever thought or felt or experienced or smelt or touched, flows. Many inventions are the result of a flash of inspiration, happening during incubation. Whether it was Newton or James Watts inventing his steam engine, while watching the steam puffing out of a teapot on the stove, the moment of illumination happened during a silent gap in the storm of thoughts. Incubation is critical. Spend years working and thinking. Then switch off and let go. Hand over the problem to the subconscious, so that the universe may step in.

A total change of scene can aid incubation. A participant once recalled how after months of searching a moped launch, the team went to a movie about high fashion in Paris. He experienced an Aha! moment right there. The moped had so far been sold as a poor man’s scooter: in dingy dealer outlets. Presented in a lovely, stylish ambience, the whole brand was changed to express a style statement with romantic overtones. The moped suddenly became a fashion accessory. The best ideas are stimulated during incubation.

Process and Benefits:

Ø During idea generation, a list of alternative solutions are generated, seeds are sown.

Ø During incubation, the seeds are allowed to sprout, to grow unobstructed.

Ø During analysis, the plants are pruned and weeds are removed, till only the usable alternatives remain.

Ø Implementation involves choosing the final solution, planning, developing a detailed roadmap, communicating it to the teams and finally acting on the blueprint.

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