Eclectic Curiosity

Posted on September 8th, 2002, by Steve Hardy in Archives, Uncategorized. No Comments

Joey Reiman continues to get good press. Founder of Atlanta’s Brighthouse and authour of the book Thinking for a Living, Reiman is featured in an article in this month’s Entrepreneur magazine. Brighthouse is a business consultancy (“the ideation corporation”) that aids in coming up with ideas and insights for major blue-chip clients by way of a four-step “heartstorming” process – 1) investigation, 2) incubation, 3) illumination and 4) illustration.

Most companies probably already do Steps 1 and 4. Investigation involves analyzing the project, learning everything possible about it. The last step, which often takes BrightHouse nearly three months, is putting the knowledge together into a dynamic package. But businesses often ignore incubation and illumination.

Reiman invites a diverse crowd into his ideations–say, an astrologist, a physicist and a psychologist to discuss life insurance. “If he’s working with an auto manufacturer, he’ll bring in an anthropologist or a sociologist–people who think beyond the borders of what you would expect, and you can really get into some fertile territory.”

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