Deep versus surface ideation

Apart from spontaneous ideas seemingly coming out of the blue, there are two main approaches to ideation: One is where ideators aim at understanding the bigger picture and, looking for meaning, are ready to question what the ideas are for, in what might be called deep ideation. The other is where ideas are generated without much understanding of the context, or surface ideation. The different approaches can be compared to individual learning styles where a distinction is made between deep learning (critical analysis of ideas) and surface learning (memorisation of isolated and unlinked facts). The distinction between deep and surface ideation matters because deep ideation highlights how ideation is a process - not in a simple linear fashion (the naive bricks in the wall model of learning) but in an enquiring and questioning manner (why bricks, or wall?). Moreover, deep ideation suggests responsible design whereby ideators relate new ideas to previous knowledge and experience addressing critical societal and environmental issues also considering what ideas should be prioritised in a strategic way.