Step 2 : Purpose

Purpose is the why of the creative result.

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

Rather it is a description of the goal or reasons for the creative result (in whatever Step 1, Context, is defined).

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 it is 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!

If you want to see how purpose fits in relation to the other steps, check out this link.

But if you just want to go onto checkout Step 3: Integrate, do that here.

And if you want to go back to Step 1: Context, do that here.

Finally, if you just want to try it for yourself, click the link below.