The exchange value of ideas

What happens to an idea's innate value when replaced by exchange value? Let's start with the ideation-workshop. The workshop's defining quality, as learning outcome, is for participants to explore ideation tools of their choice in order to raise their awareness of the ideation process. In this, there is no external assessment only participants' own perception or judgement to determine the criteria for most favoured ideation tool or tools. The workshop activities, then, are driven by curiosity and the value of the tool or tools can’t be arrived at through an outside, top-down measure. That is, participants can assess the value only by individually and carefully attending to what the value the tools or tools contain and, on their own, concluding their merit. Yet the end point for the ideator, or working designer is to create a product or service for sale. That is, the idea going to market. Once the product or service enters the market, the intrinsic value of the idea behind the product or service is emptied out, compacted by the market’s logic of ranking, until there’s only relational worth, or exchange value. That is, the idea has no longer interior worth. Instead, the personal, or intrinsic value of the idea is for the market to decide. And so, the workshop is evidence of the liberating fact that ideas, and ideation have intrinsic value not be measured, or processed as market productivity, or captured as market value. Now, what happens to the idea in the digital culture where everything seems dogged by digital tracking, where any online activity is capturable by artificial intelligence and transmuted into data? In this digital scenario, the ideator is a data worker which suggests that the ideator must engage in authorly self-promotion to replace the innate value of the idea with exchange value. In other words, the ideator must monetise their ideas in order to make a living from their ideas. That is, Gen AI, as data collection technology, hollows out authenticity and authorship which means the ideator is faced with crumpling self-worth as creator. This blog was inspired by Thea Lim, The Collapse of Self-Worth in the Digital Age (2024).

ideas in things

Age-old analogue ideation tools and methods, such as sketching and physical modelling, may have taken a back seat in the digital culture when content-creating tools like ChatGPT or Copilot have become mainstream. So, what then the future of traditional ideation tools such as pen and paper? Nesta (2019) found that organisations are becoming less experimental and more risk-averse in their approach to digital technologies - they prefer to let others experiment and then adopt the ideas that work best. Arguably, then, at least at individual level, analogue tools remain useful to designers to stimulate and capture the flow of ideas. And so, the pencil could be seen as a tool performing a role similar to that of a craftsman's tool - a tool that reflects a hands-on approach to design that connects with the idea of making things. That is, applying hand and mind to ideation, as in "thinking with a pencil" reflects the concept of the thing as idea. Or in the words of the poet William Carlos Williams: 'Say it, no ideas but in things'. That is, to focus on objects rather than mere concepts, on actual things rather than abstract characteristics of things. That is, concrete rather than abstract ideas ('idea' understood as a basic element of thought that can be either visual, concrete or abstract)..Considering the concept of the thing as idea, Dough Stows, author of The Wisdom of Our Hands (2022) writes: 'The mention of any object creates a visualised idea in our minds - we form an idea of the thing. Moreover, metaphors provide the basis of all human creativity, and those metaphors must of necessity be drawn from real tools, real processes, real understanding of concrete phenomenon, for the ideas that have merit are drawn from reality, from the experience of things.' This may suggest that designers overall favour concrete or visual ideas, or both over abstract ones. If so, this may resonate with a central feature of design activity where designers rely on 'generating fairly quickly a satisfactory solution rather than a prolonged analysis of the problem' (Nigel Cross, 1982)

AI-driven workshop

The intention of the workshop is that of full sensory engagement in the ideation process using both analogue and digital tools. With the rapid advancement of generative AI, however, and its impact on design, both in the profession and academia, this may suggest a fully AI-driven workshop. Already AI algorithms have proved to be a useful and efficient assistant augmenting, or streamlining the design process, notably in visualising ideas producing images to a quality that compares with the best in photography or rendering, and in a matter of seconds. And so, the workshop's focus would be ideation through text-to-image prompting techniques. Such focusing would be in line with the long-term development of designers' relationships with technology, that is, both with and through machines, as manifested by the personal computer, the internet and virtual reality. Indeed designers are at once driver of, and driven by technology. Yet would designers like to be so dependent on AI models that the human dimension of design would take a backseat? And so, what happens to intellectual and emotional challenges of the design brief, to personal satisfaction of problem-solving and innovation, or to the playfulness of human imagination? In short, what is it to be a human designer in the age of AI? But, and here lies a paradox: generative AI stimulates and augments imagination blurring the boundaries between reality and representation, between the real and the artificial. In other words, an AI idea generator can be seen as a form of hyperreality and simulacrum (Baudrillard, Simulacra and Simulation, 1981), or representations without real-world originals.

Ideation workshop facilitates design thinking

The designed life is about possibilities: What if? And so, new ideas are born out of curiosity. Design ideation, then, captures creative energy and fuels optimism about what is possible: Change! Ideation, moreover, inspires collaboration and nurtures healthy competition. From first thought, the great idea develops through questioning, experimentation, and trial and error. Ideation acknowledges human intuition and common sense and rejects reducing complex problem-solving to a computational process. Ideation invites reflection and encourages designers to spend more time thinking, to focus on improving quality in their ideas. Indeed more digital devices leave less time to concentrate and to think without interruptions. And while digital communications technologies, AI included can substantially speed up the design process, they are also squeezing out individual thinking time. To meet this challenge, the ideation workshop, a liminal space encourages lateral thinking, that is, participants move from one known idea to creating new ideas using both quantifiable (fixed or universal) data and qualitative (descriptive or conceptual) data.

Human-centred ideation

Distinction between the conceptual and manual aspects of design production emerged in the modern period when growing professionalisation resulted in the separation of science from art, of engineering from architecture and of the designer as "thinker" (direction) from that of "maker" (execution). In the digital age, however, the old distinction is less accurate or relevant as the design process, as a collaborative activity sits at the intersection between conception and execution, and facilitated by digital tools. That is to say, conception is enhanced by generative artificial intelligence (AI), and execution optimised by computer-aided-design (CAD), computer-aided-engineering (CAE) and computer-aided-manufacturing (CAM). Indeed the design process is, for all practical purposes supported if not driven by computer soft- and hardware, such as Building Information Modelling, BIM. It is against this development that the ideation workshop faces a challenge - learning how to ideate in ways that do not lose the human perspective and user influence on the design process. For this reason, the workshop is built around participatory, hands-on studio activity recognising that while AI and digital tools are effective they cannot fully resemble complex human cognition.

Time and space for reflection

Ideation involves generating, developing and communicating ideas. This process requires a combination of inspiration, discipline, and problem-solving skills.While ideation takes place in many places, it calls for time and space for reflection often provided by the studio. The studio culture, however, has come under pressure in the digital age which tends to favour immediate gain or short-term result over long-term merit or reward.Yet to counter the digital tendency to short-termism, many creatives, and throughout history have been known to practice stoicism, a philosophy that emphasizes reason and self-control. Stoicism, then, may enhance creativity by encouraging a positive mindset for dealing with unique challenges, criticism and rejection that are inherent in the creative process. By accepting what they can control and what they cannot, creatives may find stoicism helpful to stay focused on the task at hand and maintain a sense of perspective and avoid becoming overwhelmed by obstacles.

Ideaflation

AIdeation, or ideation facilitated by generative AI, is adding to the risk of idea overload, that is, having too many ideas and being overwhelmed with choice.Yes, ideators, with the help of GenAI can run the risk of being overstimulated for their own good. But there are ways to handle ideaflation too. 1. Jot down your ideas in real time (words, images, sound). 2. Record your ideas, and store them in a folder so you can retrieve them as and when. 3. Revisit your ideas and update as necessary. 4. Share your ideas with others - don't hoard ideas for the sake of it. And so, beat ideaflation by managing the flow or stream of ideas creatively. In this endeavour, a creative mindset plays an important role not only for producing something new but also for driving and delivering the ideation process. But remember, a good idea is nothing but an idea. Or, to paraphrase Shakespeare; What's in an idea? That which we call an idea by any other name would be as good.