PERSPECTIVE · CREATIVITY
A good idea satisfies several constraints
An idea is born first and foremost from a well-framed challenge. That is exactly what the insight is for: to establish a challenge that is genuinely relevant to a brand. Once that founding element is set, the fact remains that an idea must ultimately satisfy several constraints, so much so that it cannot be reduced to a single exercise of the kind often seen in the use of LLMs (Copilot, ChatGPT, Gemini, etc.): "generate x ideas to address this insight / or this need." An LLM can effortlessly line up dozens of bullet-point ideas. And then what?
An idea must address the insight without falling back into the common place everyone has already formulated. And that is the first problem: the ideas LLMs produce on the first pass are trivial: digitalizing a process, AI processing (the AI recommending itself…), connected objects, superficial gamification, building communities, and so on. And the triviality of the ideas is only one facet of the challenge.
What a prompt misses
It is in fact a constrained optimization problem, and that is where a prompt, however long and well crafted, reaches its limit. You have to address the insight, avoid the trivial families of ideas, stand apart from competitors' offers, fit the brand's field of expression, speak to a specific target. Taken together, these framing constraints define a ridge line that forms the playing field of a differentiating idea. A prompt cannot handle them simultaneously: in trying to satisfy one, it loosens the others. The plausibility of the ideas generated holds up poorly under closer scrutiny.
What IQVentis does
IQVentis does not handle the question in a single prompt. The platform rests on a reasoning architecture that holds all the constraints in tension at once, insight, differentiation, brand platform, target, instead of sacrificing most of them. And it does not generate with a single mechanism: nine distinct creativity algorithms explore the space from different angles and broaden the field of candidate ideas before confronting them with the constraints. The nature of the ideas comes from the algorithms mobilized; their relevance is framed by the operating architecture.