In which you decide which ideas to work on.

Here ideas from the inspiration phase are sifted through and evaluated usually in the light of the findings of a clarification phase. The best ideas are chosen for further development, or are combined into even better ideas.

This is a self-critical phase. It requires cool analysis and judgment rather than slap-happy spontaneity. However it should not be so critical as to inhibit productivity entirely. Remember, the ideas you have had are only ideas, not complete solutions – you must not expect too much of them. It is where the ideas can take you that counts, not the ideas themselves.

Distillation mindset

In order to choose your best ideas from the inspiration phase you need to be:

• Positive
• Strategic
• Intrepid

That is judgmental, but optimistic about where each idea might take you. Clear about where you want the ideas to take you, and daring enough to take on original ideas. You need to be realistic but ready to take on challenges. Common mistakes are to choose ideas which are familiar and well worked out instead of those that will best achieve your intentions.