- [Instructor] You've probably never heard the term
slow boiling.
That's because it's a phrase I coined
to define how I process the information I take in
from a client.
Let me explain.
All we've done at this stage of the creative process
is collate intel on our client's business,
product, or service and try to better understand them
and their audience.
I then take everything in and load it into the chamber,
that is my mind.
All the information you've gathered and learned
through discovery and strategy
now needs time to slowly boil.
This will allow your brain to brew up fresh ideas,
and all you have to do at this point is nothing.
At this point,
most clients think I'm creating their designs, I'm not.
Early in my career, I used to feel guilty about doing this.
I thought I was procrastinating
and would get frustrated with myself.
But over time I realized this is how my mind works best
to form and shape ideas and potential concepts
and connections.
So doing nothing really isn't doing nothing.
I'm thinking and letting all the information
just stay, develop, and slowly come to a boil
before an idea comes to life.