A process for generating ideas

I used to wonder a lot about where ideas come from.

In my secondary school physics class, the teacher told the famous story of Archimedes.

According to legend, the Greek mathematician and physicist was tasked with determining whether a golden crown made for King Hiero II had been fraudulently mixed with silver.

Archimedes struggled with the problem until, one day, while taking a bath, he noticed how the water level rose as he entered the tub.

In that instant, he realized he could measure the volume of an irregular object by submerging it in water and calculating the displacement.

Overcome with excitement, he reportedly leaped out of the bath and ran through the streets of Syracuse naked, shouting, “Eureka! Eureka!”—Greek for "I have found it!"

This is a typical scenario I’ve heard from people (minus the running around naked) when asked how they came up with an idea: it hit them unexpectedly while they were going about their normal day, not thinking about the problem.

This is true for me as well.

Ideas seem to come out of nowhere, from a place outside of one's control, a matter of luck. As a result, most people wait and hope inspiration will eventually come to them.

But is that the best approach?

You can’t always wait for inspiration

If you’ve ever needed an idea to solve a problem but couldn’t find one, you’d agree it would be easier if there were a system for getting ideas when you need them.

This is especially true if you work in a creative field where idea generation is part of your job.

Deadlines, product launches, investor pitches, and client deliverables introduce a measurable cost to not having the right idea at the right time.

Waiting for inspiration isn’t just inefficient; it can mean missed opportunities, wasted resources, or even project failure.

In competitive fields, the ability to generate ideas on demand, rather than by chance, often makes the difference between success and stagnation.

Is it possible to systematically foster creativity? Is there a process that makes idea generation more predictable?

The four-stage creative process

I began to notice a pattern in my own search for ideas.

While they did appear suddenly, there was usually a context in which that happened.

I’d be working on a tough problem, like figuring out the right positioning for my business or the design direction for a project.

Unable to make progress, I’d go to bed with it still on my mind. Then, in the morning, an idea would suddenly hit that solved the problem.

It wasn’t until I discovered Graham Wallas’s work on creativity that I understood what was happening.

Wallas, a British social psychologist and educator, developed a four-stage model of creativity in The Art of Thought (1926). He argued that idea generation follows a recognizable process—one that can be nurtured and optimized.

The process

• Preparation (Deep research, exploration, and engaging with the problem): This is the research phase—immersing yourself in the problem, gathering information, and actively thinking through possibilities. The more raw material you give your brain, the better equipped it is to generate ideas later.
• Incubation (Stepping away, letting the subconscious work in the background): After deep engagement, step away. Shift focus, do something unrelated, or even sleep on it. Your subconscious continues working in the background, making unexpected connections.
• Illumination (The sudden spark of insight): The breakthrough moment arrives seemingly out of nowhere—often while relaxed or engaged in something mundane. This is the classic “Eureka!” moment when everything suddenly clicks.
• Verification (Refining and testing the idea): A raw idea needs shaping. This stage is about testing, iterating, and validating—turning a fleeting insight into something concrete and workable.

How I apply this process

Be deliberate about preparation

Research is a key part of my workflow. In the early stages of a project, I consume as much information as possible. In the past, I’d start with a Google search and bookmark relevant resources—articles, videos, books, etc.

I still do this, but I’ve started using AI tools like Perplexity, which not only returns links but also provides summaries, making the process faster.

I save resources in Arena, where I create a channel for each project. The goal is to gather a mix of directly relevant and seemingly unrelated information because useful connections often come from unexpected places.

Take strategic breaks

I used to work myself to exhaustion trying to force a solution. If I didn’t have an answer, I wouldn’t go to bed. That left me frustrated and sleep-deprived, making progress even harder.

Now, I make a conscious effort to take breaks. Even if I’m stuck, I tell myself, “No matter how tough this problem looks, I’m closing my laptop and going to bed.”

Long walks, decent sleep, morning runs, and meditation have all helped. I also make time to unwind after work—reading fiction, watching movies, or spending time with friends.

Stepping away from constant thinking gives my subconscious space to work things out.

Capture ideas when they come

I keep a running note where I write everything down as soon as it comes to me. I record every idea without critique or judgment.

I currently use Apple Notes for this (because of speed), but anything that lets you quickly capture ideas works.

Review and refine

Not every idea is good, and that’s okay.

The key is to treat them as raw materials, not finished products.

I have a process for evaluating ideas, especially for business and project concepts.

The best approach is to generate a lot of ideas and sift through them later. Eventually, something valuable emerges.

Creativity is a process

Creativity can seem like magic at first, but it follows a process.

By understanding and working with these stages, you don’t have to leave idea generation to luck.

Instead, you can cultivate habits that increase the likelihood of creative breakthroughs, making innovation a more reliable and intentional process.

The best ideas won’t come from waiting around. They emerge when you create the right conditions for them to appear.