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Make a conscious effort to "look at things differently". Step outside your comfort zone. Drive down the road you always pass but never have time for. New experiences spark new ideas and bridge the gap to true innovation... Ask the deeper questions. Who is this for and how will they use this? Don't just study the problem, but study the people in an actual environment. Watch their reactions. Successful brands and products run on emotion... Don't be afraid to explore the crazy ideas. You may not use them, but the actual exploration process can generate more ideas that can ultimately solve the problem.