You’re in the business of solving problems for your customers and clients, and ideation is everything you and your team do to solve their problems. Your team probably already brainstorms, but that’s just one step in the ideation process. Ideation is the whole problem-solving process your team takes on, from identifying a problem, brainstorming solutions, narrowing them down to focus on the best one, and testing and refining a solution until the result is highly refined. The result could be a new product or service. The first step of the ideation process is identifying or calling out, the problem. Once you know what the problem is, let everyone on your team take a crack at finding a solution. Say you sell beauty products and your customers keep asking you for a certain type of shampoo with an exotic ingredient that’s great for hair. Your team can start solving the problem using everything they know. So some team members might research product manufacturers abroad, while others might create a formula featuring the ingredient so you can sell your own branded shampoo. So then, you look at your team members’ ideas and figure out which ones would best solve the problem. As the last step, you take the solution to your customers, and the ideation process concludes if they respond positively to it. Ideation is a concept worth embracing because it helps companies stay innovative and on the cutting edge of their industries. Using ideation to solve problems may be what you need to stay ahead of the competition.