It's a common practice in life, and particularly in business, to anoint a specific group of people "the creative ones." Searching for a clever idea? Ask the creative ones. In need of a snappy paragraph? Have a creative person write it.

While there's no doubt some of us simply have a knack for thinking outside of the box, the long-held presumption that only certain individuals are capable of churning out Grade A ideas is one that should be put to rest. Just because you don't wear skinny jeans, listen to indie rock or go to gallery openings doesn't mean you lack the capacity for unearthing a beautifully creative idea that can push your client to the forefront of discussion.

I've often told people that creativity is simply what happens when you allow your mind to work without inhibition or filters (it's easier said than done). Often, in an effort to best serve our clients, we too easily restrict our creative process to include only ideas that fit within the scope of their monetary, cultural and legal parameters. That method can be stifling, and over time, can lead to the illusion that true creativity is near impossible. The truth is, generating a truly groundbreaking and impactful idea most often requires thinking bigger - if you don't allow your mind to roam outside the scope of your client's bubble, the results won't either. There will be time to trim the fat later.

Hatching the perfect idea ultimately boils down to asking yourself the right questions. Here are a few suggestions for the next time a client comes knocking:

Start with...

Who am I trying to reach, and what matters to them? Before you can develop an idea that leaves its mark, understanding the audience that will spread your message is key. Taking time to think about what they find important, funny, entertaining and repulsive is a must. Further, don’t hesitate to tap the minds of people who fall within your audience or organize a brainstorm to gain their input.

Other things to consider:

• Who does my audience listen to? Identifying celebrities and key cultural figures who resonate with your audience will help you pinpoint the type of person and method of communication that appeals to them.
• How does my audience consume media? A print campaign targeted at young professionals makes about as much sense as an iPhone app developed for the elderly.
• What’s been overdone? Flash mobs, viral videos and QR codes are great, but have they been done to death within your target audience? It’s a real possibility.

Once you’ve familiarized yourself with the nuances of your audience, there is but one question you should ask as you begin to develop your grand idea:

If money weren’t an issue, what would I do to accomplish my client’s goal?
You’re surely thinking “But money IS an issue,” and you’re right – it is in the implementation process. However, the great thing about our brains is that there’s no spending limit on our thinking. We can think as freely and on as large of a scale as we want in the initial stages of development.

It’s a lot easier to pare down a fantastic idea to fit a budget than it is to stretch a cookie-cutter, budget-friendly idea into something that actually impacts and changes perception. So next time, when you’re looking to develop a truly special idea, allow your mind to spend liberally, even if your client can’t.