1. Observe. Pay attention to the world using all your senses. Don’t ascribe any meaning to your observations or focus on an objective. Simply be mindful of your surroundings and write each detail you notice.
2. Distill. Scrutinize those details and discern their meaning in relation to each other. Look for similarities so you can categorize them into larger groups and patterns.
3. Relate. Next, compare the patterns you identified, looking for ways they might fit into your working world. Prioritize the most evident connections and move those into step four.
4. Generate. Generate as many specific content ideas as possible for each connection. Once the ideas stop flowing, systematically probe each for audience value, strategic alignment, and execution viability.
5. Pitch. Develop a pitch for each story that remains by viewing it through the eyes of your audience. Think about what matters to consumers and how your idea might fit into their world. Practice your pitches until you are comfortable presenting them to your stakeholders for approval.