When it comes to “creativity” most people tend to start with inspiration and work toward something useful.

在我所有的经验当中,任何以「我觉得这个想法很不错」开始的想法或者功能,最后的都会死的很难看。

To find your first requirements: start with a problem, not an idea.

想起来《银河系漫游指南》中关于宇宙的终极答案「42」,当人们知道答案后才想起来这个问题是什么。

The funny thing with “inspiration” is that it only has to achieve one thing: it has to inspire you.

灵感唯一的作用就是在某个方面可以启发你。灵感不能够直接带来用户体验的提升,也并不能带来商业利益。

Add limitations!
Limitations RAISE your standards by KILLING weak ideas.

想法可以是漫无边际的,但是用户体验不是,商业利益也不是。我们可以通过设定可量化的目标,然后找出影响该目标的因素,通过设定层层限制来审视每个想法是否符合标准。

How To Know Which Ideas Suck
As a general principle, there are two ways you can brainstorm ideas, and it all depends on where you start: with possibilities or limitations. However, one of those methods will often lead you down...