A primary issue with developing anything out of thin air is the tendency for discussions to quickly move from idea to solution, then include a little strategy on the backend for good measure. This works fine if you find yourself with a pool of oil under your car:

Oil’s leaking. Where’s it coming from?
The engine. Looks like a seal’s gone bad.
Better replace the seal.

But when you’re trying to create niche products, market to a particular group, or turn content into profit, the “quick start” method can lead to some problems:

• Half-baked strategies
• Wasted effort
• Mixed messaging
• Incomplete campaigns

So while I’m a fan of brainstorming and getting things hashed out quickly, it’s important to start with a problem statement: What problem is this thing trying to solve?

It sounds obvious, but everything stems from that. Knowing the problem (and, hopefully, the desired outcome) even in general terms helps to bring focus to the project. The brainstorming can come after everyone knows the lay of the land clearly. I’d argue that your creative process is even more effective when the goal is plainly stated, since I firmly believe limits enhance creativity.