While companies rush to adopt artificial intelligence, many are discovering a critical gap: the technology only works when applied to the right problems. Kevin Popović, founder of The Idea Guy®, has built his practice around a different approach, teaching people how to see the problem clearly first and then use AI to amplify their thinking.
Popović’s methodology, which he calls HI × AI (Human Insights multiplied by Artificial Intelligence), challenges the common assumption that AI tools alone can drive innovation. Instead, he works with organizations to identify problems worth solving before introducing technology into the process. His innovation consulting services have been adopted by universities, nonprofits, and private companies seeking clarity in an increasingly complex business environment.
From University Innovation Labs to Executive Workshops
Popović’s track record includes creating the ZIP Idea Lab at San Diego State University, where he served as Director and Zahn Chair of Creativity and Innovation. The program became a model for training curious students from all disciplines to become motivated designers, many of whom credit their experience in the lab—and their ability to lead groups through solving problems—with securing internships and jobs. The ZIP Idea Lab was also where he first prototyped the Innovation Funnel as a way to help students engage in innovation in meaningful, structured ways.
He has also developed the Creative Confidence System, anchored by the Creative Confidence Assessment. This structured survey measures how individuals and teams perceive creativity within their environment, leadership, and collaboration practices. The system further includes persona guides, the Creative Confidence Index, a 30-day creative-habit challenge, and a reassessment cycle to drive sustained growth. This framework has been implemented across educational institutions and corporate settings..
His client list spans diverse sectors. He architected an Innovation Hub for Meals on Wheels San Diego County, consulted with UC San Diego and the AI-powered mortgage company LoanWorks, and mentored hundreds of entrepreneurs through programs like The Basement and ZIP Launchpad. His work has been published in the Journal of Communication in Healthcare, and he delivered a TEDx Talk titled “How Creativity Can Change the World, One Bad Drawing at a Time.”
A Two-Sided Book and Complete Innovation System
In 2026, CRC Press will publish Popović’s forthcoming AMPLIFIED! How to Identify the Right Problem and Create the Right Solution with Human Insights x Artificial Intelligence, a two-sided book accompanied by workbooks, facilitator guides, custom GPTs, and assessments. The project packages his HI × AI methodology into a comprehensive learning system that organizations can implement to build internal innovation capability.
Popović has authored multiple books on innovation and communications, including Satellite Marketing (2016) and 20YEARS Communications. But AMPLIFIED! represents something different: a curriculum designed to help teams define problems accurately before designing solutions, and to apply AI in ways that amplify human insights.
His future plans for AMPLIFIED! include developing a platform that brings together workshops, training, consulting, certification programs, train-the-trainer programs, and a community for ongoing learning and support.
The distinction Popović draws is simple but significant. While many consultants sell ideas or offer AI tools, his work demonstrates how AI can amplify human insights rather than replace them. Through the AMPLIFIED! workflow, people learn to maintain and strengthen their critical thinking while using AI as a tool to extend their capability. With the right sequence, AI becomes a multiplier for human knowledge and creativity, supporting the evolution of how people think, learn, and solve problems.
Organizations interested in learning more about the HI × AI framework can explore structured innovation workshops and training programs designed for executives, educators, and teams navigating complex organizational challenges.
