The Question Game

One of my favorite creative processes is something I call the question game.

It happens during the brainstorm stage—before I start filling up pages with ideas, before moodboards, before outlines. The goal is simple: ask as many questions as possible. Not just the typical who, what, when, where, and why…but deeper ones. Questions that flip my perspective, questions that make me pause and see the project from an angle I never expected.

Because here’s the thing—those first few ideas? They’re almost always influenced by what I’ve seen before. What’s already out there. What other people have done. That’s natural, but if I stop there, I’ll never get to something truly fresh.

By playing the question game, I push past the obvious. I start noticing parts of the project that I never would have found if I’d just jumped straight into ideation. It forces me to recognize the hidden rules I didn’t even realize I was following—the boxes my subconscious built without asking me first.

And once I start breaking those rules with more and more questions, I enter a freer space. A space where the real ideas start to spark.

The question game doesn’t give me the answers—it gives me better starting lines.