Find the problem
A large number of designers set themselves up for failure by trying to push the creative envelope. Its not that the notion is inherently wrong; its just that it doesnt provide anything firm to rail against. Ingenuity as a designer is best tapped when we are asked to resolve some kind of challenge.
Some will search for the ultimate creative concept, something wildly different, or perhaps an idea that shows just how clever they are. As a designer, this is all largely pointless. Instead we should look for the problem that design can solve. This narrows our focus and brings with it