The Rite (for) Ideas theory and booklet was created in response to one of the questions asked by Wieden + Kennedy's in The Kennedys internship application: You wake up in a room with a dolphin, a half eaten peanut butter and jelly sandwich and a man named Gustavo. What happened?
You just completed the Rite (for) Ideas.
This Rite is explained in a booklet. It starts with a introduction to The Kennedys program and David Kennedy himself. From there on, it lists and explains each element you need to create a successful idea and therefore good design. The mental Room, the research Sandwich, the Dolphin guidance and the Gustavo approval. If you follow these steps you can hopefully create a better world.