Step 2 : Purpose

Purpose is the why of your next high-value idea.

Just like context, purpose isn't the thing you are creating.

But purpose gives your creative result meaning and functional intent.

Purpose is a description of the goal of your high-value creative outcome.

Context says when and where your creative result lives. Purpose says why.

Creativity happens when you define the purpose enough that it helps move you in the direction of solving your problem and reaching your creative goal.

But, like context, it is much more than that.

Creativity is further enhanced when you can manipulate the purpose so that your creative results expand or contract beyond what you originally thought was the purpose you were working with.

That's when it becomes more leveraged!

Next up: Step 3 : Integrate

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