The most likely chance of having an interesting solution is to begin with an interesting problem. Unfortunately, almost every problem designers are likely to get will be boring. The first thing, therefore, is to redefine the problem so that it is interesting.
For example: Original problem: Logo for AGM, a company that makes very small industrial models. The client also wanted the AGM logo to be large enough to be seen on their building and on their delivery van.
Problem redefined: How can the AGM logo be large enough to be seen on the side of their building and, at the same time, communicate that the company makes very small things?
Take a statement like: We cure cancer for a nickel. It isn’t necessary to make the words look interesting. They are interesting. If you try to make an interesting statement look interesting, the look competes with the words.