RainToday Note: This is part one of a two part series. In this first section, Andrew discounts some misconceptions about the necessary creativity of bringing ideas to your clients. In part two, he will discuss some ways to generate new ideas.

The most common refrain I hear from client executives is a desire for more new ideas and perspectives from their service providers. In most markets, the core services that firms offer are nearly identical, and therefore outperforming the competition in ideas, innovation, and creativity can be a meaningful source of differentiation.

It’s hard to come up with really great ideas, however. Or is it? And do they have to be "really great"--as opposed to just thought provoking--to be useful to your clients?

Let’s look at some misconceptions about creativity, the different types of ideas you can bring to your clients, and specific sources of ideas. The truth is, ideas are everywhere, and you don’t have to be a Thomas Edison or Mozart to come up with a steady stream of them for your clients.

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