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The Disciplined Dreaming process is a structured approach to fostering creativity and innovation within an organization. It starts with the creation of a Creativity Brief, a document that lays the foundation for the creative endeavor ahead. This brief is essential as it outlines the current situation and the creative idea that needs to be generated. It serves as a roadmap for the creative process, ensuring that everyone involved has a clear understanding of the objectives and the approach. The Creativity Brief should be comprehensive, detailing nine critical elements that the idea must address. These include the desired outcome, which defines what success looks like; the creativity challenge, which articulates the specific problem to be solved; a situational analysis, which provides context and background information; anticipated resistance, which prepares for potential obstacles; the target audience, which identifies who the idea is for; the communication strategy, which outlines how the idea will be shared; competitors, which acknowledges the market landscape; a first-draft project plan, which sketches out the initial steps; and key metrics, which establish how progress and success will be measured. Once the Creativity Brief is in place, the next step is to stimulate creative thinking. This involves engaging both the analytical and creative sides of the brain through various exercises. These exercises are designed to challenge conventional thinking and open up new possibilities. Asking three magic questions—"Why?", "What if?", and "Why not?"—encourages deeper inquiry and exploration. Identifying outdated traditions, referred to as the meatloaf metaphor, helps to question and discard obsolete practices. Opening your beginner's mind allows for the consideration of new concepts and approaches without preconceived notions. Developing the five skills of master innovators equips individuals with the tools needed to generate and refine creative ideas. Avoiding brain traps is crucial to prevent falling into common cognitive pitfalls that stifle innovation. Raising in-house awareness ensures that the entire organization is engaged and supportive of the creative process. An example of the Disciplined Dreaming process in action is the State Bank of Mauritius, which capitalized on its customers' love for football by offering special bank accounts with interest rates tied to the performance of the customer's favorite football team. This innovative approach differentiated the bank from its competitors and demonstrated the power of creative thinking in solving business challenges. As organizations embark on the Disciplined Dreaming process, it is important to embrace the inherent messiness and nonlinearity of creativity. The process is not predictable, and ideas may evolve in unexpected ways. However, by starting with a well-defined Creativity Brief and engaging in targeted exercises to stimulate creative thinking, organizations can harness their collective creativity to generate innovative ideas that stand out in the marketplace. The disciplined approach ensures that the creative process is not left to chance, but is instead a deliberate and structured effort to achieve specific, impactful outcomes.