Five steps from a blank page to the big idea.

Start with the brief, not the execution. Define what you actually need to say and to whom — before chasing how to say it. A sharp problem is half the idea.

Break the problem open from new angles using proven ideation frameworks — structured prompts beat staring at a blank page.

Bring AI in as a thinking partner, not a vending machine. Push directions further, combine them, and surface angles you'd never have reached alone — all grounded in your brief.

Pressure-test candidates against the brief, the audience, and each other. Kill the clever-but-empty ones early so only ideas that hold up survive.

Land on one sharp idea you can build a campaign around — and bring the trail of thinking that got you there. The method makes it defendable, not just lucky.