People often ask me how to get great ideas. It is pretty simple: you need to develop an ability to generate a lot of ideas. I estimate that 90% of my own ideas are bad, but they allow me to jump from one idea to another until I finally get the good concept. It sounds easy but I see during our creative workshops that most people prevent themselves from formulating ideas, for lack of confidence or fear of being ridiculous. Try to write down 10 ideas in 10 minutes and see afterwards how one idea leads to another and how the quality generally improves as more ideas feed your creativity.