Big Idea Framework


The framework helps you to come up with a Big Idea of communication.

It is focused around the three main attributes of a good Big Idea: the Form, the Benefit, and the Drama. It is based on the new creative methodology - CRAFT (Creative Algorithm Frames & Tools

CRAFT is a methodology that helps 
to create Big Ideas, turn abstract meanings into working products, formulate what everyone will understand and accept equally. It is described in detail 
in V. Lebedev's book "CRAFT: 
 How to Create Big Ideas".


IKRA image
School of Innovations and Creative Thinking
We are changing 
the attitude of businesses towards innovations and popularizing creative thinking methods. We promote the tools of creative, product and strategic methodologies that help create innovation.
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