Many of my steps are flexible and tend to overlap into each other as I’ve noted above. I appreciate any time that I can work in a collaborative environment to brainstorm. I think having other creative people around to bounce ideas off of and to offer ideas is my most effective type of environment to work in. I just always don’t have that available. I also think it’s helpful to have people in collaboration who are well organized and who bring different perspectives to the group. Even someone who isn’t “good” at brainstorming can bring insight. Our team has broken into a group of people who like to brainstorm and who don’t like to be included but I’ve found that when everyone is included those people who don’t like to brainstorm bring information about audiences or experiences that they have had. I mostly work in a school setting and we don’t have a lot of research for our target audiences. It’s sad but I’ve found this to be the case in may schools. Our best research seems to be word of mouth and conversations so this can also be a place where unexpected “research” can be done.