Ideas
This phase is: first generating new ideas and then selecting them and giving them values.These are different steps and it is important to de-tangle them.
Our brain criticizes a new idea immediately: “not possible, too expensive, done that, doesn’t work”. An idea that can never grow up, never gets the chance to develop.
Have a good look at the principles, they help you to separate your thinking for the correct phase. And take care of your brain, warm it up, get it out of its fixed-pattern.
The bigger the chance you come up with original ideas.
Is it possible to ask your client or the future user to generate ideas with you?