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Small Business Heroes

How to Come Up With a Creative Idea in 3 Simple Steps

Senior Entrepreneurship Writer at CNBC
5 min read

How do you know whether your idea is creative or crazy?

In lieu of a magic genie, Daniel Lubetzky, the founder and CEO of KIND Healthy Snacks, has a three stage process for field testing new ideas.

First comes the creative phase, where there are no restraints, everything is on the table and the word “no” is banned.

“The more you push yourself to think outside the box the better,”  says Lubetzky. “The more crazy ideas you come up with, the more likely you are to really come up with something disruptive.”

Related: Why the Founder of KIND Doesn't Use the Word 'Employee'

Next up is the skeptic phase. Once you have an innovative idea that holds your attention, it’s time to put it through every critical analysis process you have.

If your idea passes the test, you’re finally ready to “flip the switch” and enter go-mode. You have to become a believer.

“When you go into that execution phase, you are just relentless and tenacious,” says Lubetzky.

To hear more about Lubetzky’s three stage process, watch the video above.

Related: The Important Reason This Founder Keeps a Jar of Teriyaki Pepper Spread in His Office

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