SOUNDTRACK : KLITZKOV
For every insight we found in the previous step, we created a focus question. This question always started with HMW: ‘How might we...’ Three simple words that made each question so open that it instantly sparked the brain and pushed it to generate ideas.
As a rule, focus questions should be very simple questions that everyone can understand. In fact, ideally, focus questions should even be able to trigger ideas in the head of someone who is totally new to the project.