Tim Brown

design team should expect to move through three overlapping spaces over the course of a project: an inspiration space, in which insights are gathered from every possible source; an ideation space, in which those insights are translated into ideas; and an implementation space, in which the best ideas are developed into a concrete, fully conceived plan of action.

The master choreographers of the dance between divergent and convergent thinking, on the one hand, and detailed analysis and synthetic judgment, on the other,