Creating and approving disruptive ideas provokes fear and uncertainty. It involves risk taking and frequently ignites tension between agencies and brands. This workshop will explore a proven methodology for reducing the uncertainty when aiming for bold brave creative ideas. It will explore a practical process of understanding how breakthrough ideas are born in the mind and how they can be evaluated on paper. You will: - learn a practical method for creating disruptive ideas - discover the framework for assessing the potential of such ideas, based on recurring thinking patterns identified in disruptive awarded work - unlock the process for using solid logic and a proven rationale for reducing stress while presenting breakthrough creative ideas.