This process is disciplined and repeatable in terms of foundational tools and skills, yet highly customized in terms of input, creative development, interpretation and final results. It incorporates early stage problem framing, broad discovery and deep immersion that fills the funnel with possibilities and knowledge. It continues with careful analysis, reflective thinking, inspiration, ideation, iterative problem solving, exploration and idea refinement - an undulating cycle of divergence and convergence that moves ideas through the funnel. We methodically sift, sort, blend, revise and hone; filtering ideas through program goals, company objectives and audience perspectives resulting in crystallization of optimum solutions that win in the marketplace.