First chapter - idea generation book

‘Oh, I wish I had that breakthrough business idea’

‘I keep trying to develop a brilliant business idea, but I seem to have no clue at all’.

Does it sound familiar?


Many are researching and thinking, but never actually creating.

‘What are my odds of starting the business? Where do I start? Is there a room in business for a regular sort of person?’


Let’s explore.

Remember those moments when you feel stuck, you try even harder and there is nothing coming out at all? You felt frustrated.

We are discussing new idea generation here, but do you agree that in fact all knowledge workers need inspiration, creativity and constantly generate new ideas to innovate?

Entrepreneur books offer advice. Many of them are focusing on exact rules how to start a business from a management standpoint (legal, accounting, balance sheets, etc). Yet almost none actually tell how to generate that idea.

We want to fill that void.

Have you tried those massive business books? They are quite large and boring manuals.


Now think about fiction - it has conflicts, emotions and a lot of unknown.

Startups have that too, why to strip the entrepreneurial journey from fun?! We want only to add some more fun to it!

How about you meet Robin, Joy and Penguin now?


They are entrepreneurs. They represent different sides of us - treat is as a truth or exaggeration, that is for you to decide.

Joy is our little Evil who depicts our gambling side. Think about things you’ve never told, things that usually make you quietly scream “Mwa-ha-ha’.

English Robin is on the quest to help others and change the world.

He is quite impulsive and very driven when it comes to social enterprises and new businesses.

Clever Penguin is a mastermind, an expert and also a good friend.

He is analytical, reads and scans through a lot of innovations, and very opinionated.

We hear about creativity since roman and greek times, it appeared as either divine entities that help artists or as daemons.

Books portray it as a magical blessing that suddenly happens one day. It is not true though. Creativity is not magic, not uncontrollable and doesn’t strike like a sudden lightning - you can develop it!

Creativity degrades since the times you were a child.

You can re-learn it by getting back to your roots.

Remember what exactly you loved doing whe you were a kid?

A great artist Picasso said: “Every child is an artist! The problem is to remain an artist when we grow up”
Einstein agreed about having fun: “Creativity is intelligence having fun”
Creativity is an outcome of your ambitions. It is based on your ability to process the art and science of ideas and execute your vision.

What influences creativity?


EvilJoy is certain that it is starts with you having fun, followed by your passions and how positive you are about it. Idea development and exact creation of your new business will then need you to be persistent in execution. 

Typical creative process involves the following:

– 1: Knowing where you are now and accumulation of necessarty knowledge about what do you want.

– 2: Ideation  

– 3: Idea development

– 4: Validation and preparation for the implementation.

It loops back to the start and normally never stops even when you have an existing business.

Let’s get back to ideation process in ancient times one more time.

Three greatest men - Socrates, Plato and Aristotle regarded it as a divine process, however the key value was seen in analysis, judgement and argument.

Whilst analytical approach is very beneficial, it doesn’t provide tools to actually create something.


Creative design process learns how to use the results of analysis to actually ‘construct’ or ‘build’ something. Design process involves the steps that can be easily employed by any startup: - definition of the problem; - research about it; - ideate; - implement; - learn (loop back). Same as creativity.

As mentioned earlier the rules taught by most of business books are to guide you through the entrepreneurial path.

Yet there is no single path!

We want to outline the tools for idea generation and make it fun! The rest is up to you.

This is a first chapter of our book developed for every aspiring or current entrepreneur on the quest for happiness, for everyone who is on the mission to generate a good business idea.

So what exactly is new business or start-up?


It is an initiative focused on growth, includes risks and financial rewards, is scalable and potentially aims for market leadership. (Please note that there are exceptions, i.e. lifestyle or side businesses)

Why it is important?


Starting a new business now is like buying a new home. We all have the freedom and assets to create a prosperity we want, to shape our lives the way we want.

Our assets are in ourselves: these are our gifts, passions, goals and efforts. Remember, the best idea will come based on your assets. This whole work is based on that.

Your idea is based on you and your:

- skills (always improve your expertise!);

- creative processes (we are focusing on that here);

- motivation (do you realise why are you doing this?);

- social environment (engage, communicate, share).

Ready to explore?

Fearing the consequences?

We have covered that separately in 'Overcoming fears' article, but the main issue here is to learn how to fail correctly (be prepared), but be bold!

Fear only missing the right idea!

Entrepreneur plays different roles, but four definite ones are:


1. Explorer will seek and shape opportunities.

2. Artist will generate new ideas.  
3. Judge will evaluate and select the right idea.

4. And finally Warrior need to be able to implement well.

Do you see how it also linked with the design process described above? I.e. you need to become a damn good warrior to execute brilliantly.

As it is all within you, what do you need to succeed?

Experts state the following personal qualities to be of help: stamina, commitment, ability to bounce back and be cheerful, motivation to excel, opportunity perception, tolerance of risk and uncertainty.

One of the key factors is your optimism.

It drives you to seek opportunities and explore further when others would give up. It leads you to make judgments based mostly on more positive factors and discount uncertainties. You also perceive less risk when being optimistic.

We have covered your skills and passions as your key assets for your idea.

The keyword for it is mastery!

Being a master of a skill or interest and learning or improving constantly allows you to experience incremental successes on your way to having a great business idea.

OK, why after so many great optimistic keywords there is evil in this joy?

Sociologist Fisher noted that ‘the evil and the good evolve simultaneously’, it is like good and bad, satisfied needs and unmet wants, being cheeky and rational.

Ask yourself a question now - Is there anyone who needs to give you permission to start?


Harness the power of doing something now! As all you need is enthusiasm, big vision and unwillingness to be derailed by critics.

Before we go further with idea generation tools, what can you do just now?

Nurture the idea seeds! Those are your glimpses of ideas, its parts which are everywhere. You encounter it without actually logging it in your memory, on paper or as notes at your account. Collect and come back to them - they will motivate you and trigger your imagination. They need to work together, mingle with each other, connect and form something new.

Cultivate hunches by simply going for a walk, write everything down, keep the notes messy; take on multiple hobbies; go for a coffee and build a big bank of the idea seeds. If it helps disconnect from your twitter, facebook or even mobile and get going!

Next chapter will be all about you….

20 Apr 2014