Follow five phases to turn sparks of insight into real results

When an air-cargo team at Atlas Freight found deliveries delayed, a junior analyst noted “after-hours hub sorting” on a sticky note—his seed thought. The next morning, he shaped it by asking his manager: Which flights run late? What sorting costs would change? How do pilots feel about overtime? Armed with answers, he stretched the concept in a lunch-and-learn session with operations and finance leads. Their ideas turned a single nightly shift into a split shift covering three time zones.

By week’s end, he had a one-page rollout plan. He booked the first trial on the calendar, sourced five extra sorters, and measured load times. Within two months, average ground time dropped by 18%, saving six hours per week in fuel and crew costs.

The five-phase cycle—create, shape, stretch, land, fly—transforms raw ideas into measurable wins. Teams that use this structured process tap both individual creativity and collective expertise, producing outcomes far beyond ad-hoc brainstorms.

Begin by jotting any raw idea in a notebook, then shape it with three targeted questions about purpose and uniqueness. Next, invite two colleagues to a short critique session to stretch the concept. Draft a concise one-page action plan, and schedule the very first task within 48 hours. Watching your seed grow into real improvements becomes second nature. Give it a try on your next idea.