Brainstorming Process: Evolution towards Best

The journey to select the primary entry-point email address (nextsteps@) is a perfect case study of this principle in action:

• Iteration 1: The Gimmick. The initial idea for an email address is novel but flawed (e.g., gmail@). It grabs attention but fails on usability and professionalism.
• Iteration 2: The Functional. A retreat to the safe, standard option (e.g., start@). It’s usable but uninspired and carries no brand message.
• Iteration 3: The Aspirational. Focus shifts to benefits (e.g., breakthrough@, accelerate@). Better, but can over-promise or misalign with the core philosophy of “process over outcomes.”
• Iteration 4: The Strategic. The idea begins to align with the deeper mission and process (e.g., learnmore@, guide@). It’s now good and strategically sound.
• Iteration 5: The Systemic Keystone. The final breakthrough. The solution (nextsteps@) is chosen not in isolation, but because it perfectly integrates with and reinforces other parts of the strategic ecosystem (the “Next Steps” section in all content). It becomes an echo of the brand’s core process.

Key Takeaways

• Don’t mistake novelty for strategy. The first clever idea is rarely the best.
• Each iteration clarifies the real problem. The initial goal (“innovative email”) evolved into (“a clear, action-oriented entry point to our defined process”).
• The best solutions are integrated. A great idea becomes a keystone when it connects and strengthens multiple parts of the system.
• Be patient and trust the process. Resist the urge to settle for “good enough”. It often takes 5+ iterations to convert a rough idea into “great”.