The form leads function (FLF) is an approach to creative ideation where a form generated externally, such as one provided by a generative AI model, is used to trigger ideas regarding the function of a product. To illustrate this concept, we will discuss how new product ideas for Zootle - a brand of bio-inspired children's rattle toys - can be identified. First, we will use Midjourney to generate rattle toy concepts using simple prompts, such as "butterfly inspired rattle toy." Likewise, other animal names were used to generate concepts, as shown in the following collage. Most of the generated images appear similar to common rattles, and their functionality can be inferred by simply looking at them. However, some of the generated images included novel elements that suggest the possibility of unique functionalities for the products. Here are some of the novel designs that were generated, hinting at some unusual functionalities of the product. Now, as part of FLF ideation ex
inspired novelty to value in action