Creative problem solving begins with understanding and defining the problem. And whilst that may sound relatively simple, it can be challenging.

Defining a problem means asking the right questions, challenging where the need arises and focussing on the requirements at the heart of that problem to arrive at the desired outcome.

Often a change of perspective may be helpful.

Or looking at techniques that help identify the problem and the necessary idea generation to solve it.

At LYD, we're familiar with many of the techniques used in creative problem solving, such as the five whys and design thinking, which can be helpful tools as starting points.

But we don't employ any of them.

We believe that identifying problems and providing solutions isn't a linear process defined by walls littered with post-it notes and key stage boxes ticked as we move along. Instead, it's one characterised by the chaos of creativity, where disparate thoughts co-exist alongside tricky to explain ideas and opinions because the course of achieving anything meaningful isn't one of following a straight line.

It's one of exploration, pushing boundaries, and trying to make the incoherent coherent until everything comes together as one compelling story. And this process can all begin with a conversation over a cup of tea and a custard cream.

We have been very pleased with the personal service received from LYD, their creativity and attention to detail, and would highly recommend their work.

Louise Lloyd-Rossi

Marketing Manager, Fine Foods International

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