The document discusses finding great ideas by identifying the "answer-shaped hole." This is the intersection between affordances, or creative possibilities within a subject, and desiderata, which are key objectives that support goals. A great idea uses the inherent possibilities to achieve multiple objectives. The "Aha! Spot" is reached when ideas converge in a way that solves problems. Identifying desires through questions like "Wouldn't it be great if?" helps reveal the shape of compelling solutions. When ideas overlap in a surprising way that sparks an "Aha!" moment, the "Aha! Spot" has been found.

1. Steal this idea
By marty neumeier
The Aha! Spot

2. How do you know when you have a great idea? More important, how do you
find a great idea in the first place? Since the mental processes involved in
creative thinking are complex and dynamic, it may be helpful to use a simple
model from my book Metaskills. I call it the “answer-shaped hole.” It’s the
sweet spot where all the criteria can be connected by a single, bold idea.
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier

3. The answer-shaped hole is found at the intersection of affordances and
desiderata. Affordances are the creative possibilities inherent in the subject,
the method, the tools, or the challenge. Desiderata are the key objectives that
support your goals. A great idea is one that knocks off as many objectives as
possible with a single stone by using the possibilities native to the opportunity.
For example, a movie about the early days of movies contains the possibility
of being a silent film (The Artist). A car designed for the poor population of
India contains the possibility of being extremely minimal (Tata). A company
with a breadth experience but a commoditized product line has the possibility
becoming a consulting firm (IBM).
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier

4. ECONOMY
CREDIBILITY
UTILITY
NOVELTY
DELIGHT
SIM
PLICITY
The sweet spot
of idea creation
lies at the
intersection of
desiderata.
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier

5. The principle of desiderata can be applied to any number of problems. It’s really
as simple as compiling a wish list. Ask yourself this question and fill in the blank:
Wouldn’t it be great if ?
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier

6. When you finish your list, call out the wishes that would create the most
compelling outcome. These will form a sort of matrix, a convergence of vectors
that define the shape of the answer. Imagine a handful of pick-up sticks that
fall in a certain pattern. Each stick is a line item on your problem-solver’s wish
list. Your job is to find the place where most of the pick-up sticks overlap.
If they don’t create a convergence, drop the sticks again by looking at the
problem in a new way. Eventually the sticks will fall in a way that suggests the
shape of a surprising idea. When a great idea pops into place, the emotional
brain sends a signal to the rest of your body sometimes described as a tingle,
a flash, or a jolt that tells you something remarkable has happened. You’ve just
found the Aha! Spot.
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier

7. Find other Marty Neumeier ideas to steal at
liquidagency.com/blog
LIQUIDAGENCY.COM | Source: Metaskills by Marty Neumeier