It is in the Create phase that we turn our attention to generating and developing ideas.  We do this on the firm foundation that has been provided by Framing and Illuminating the challenge.  At this point the focus is on injecting the Insight and stimulus needed to open up as wide a range of possibilities as we can.  This involves: 

• Creating an environment that is conducive to creative thinking
• Getting the right people together to exploit this environment
• Finding and using an appropriate range of Insights.

The Create phase is all about encouraging lateral and, often, radical thinking.  Even the wildest ideas can be entertained at this stage as they may contain the seed of a practical solution.  The time to apply critical and rational challenges comes in the Stretch & Build phase that follows