A more open minded
approach to a subject.
Useful to tackle long
term issues rather
than short term ones.
Coming up with a lot
of ideas quickly.
It can be useful for lots
of different parts of the
design process.
Coming up with ideas you
can develop further.
Hearing other ideas and
ways of thinking can spark
off routes of thought.
Seeing things from a
different angle
Source: Equator focus group research
Source: Equator focus group research
People not being
enthusiastic
When people are too
scared to say things
Drifting away
from the main
goals
If it's moderated badly.
If it's flat/point
scoring/dominated.
Awkward, stilted process,
where people don’t really talk or create ideas.
When people don’t come prepared
When people
shoot down
ideas
Thinking of ideas on the
spot can be challenging.
Brainstorming is not the
place for defining details
Source: Equator focus group research
A brief that is open to
a creative and exciting
solution.
everybody shares the
same goals and nobody
tries to dominate
Energy, well structured
and moderated. Away from a ringing phone
and beeping emails. Needs a strong
motivational
leader.
Lying on a beach in a sun
lounger, pint on a small table on
my left. A scribe/butler with a
white board and pen.
Everyone is completely up
for it & really contributes
A good variety
of people.
A feeling that things are
gonna move forward.
Inspiration: Architecture
Inspiration: World’s tallest skyscraper, Arkhangelsk, Russia
Any background
information and what
the objective of the
brainstorm is.
Very little briefing is
often the best way
to go into a session
A facilitator who knows
the brief and client well
and can answer questions
on the spot
A very clear idea what
is the expected outcome
of the brainstorm
|Key summary of market,
competitors, issues, what
we are trying to achieve.
The briefing should be
visual and verbal
It’s useful to have
research on the client,
competitors, related
campaigns etc. It’s also better when
it asks for people to
come up with some ideas
beforehand
Whether the client is
open for anything or if
they want a specific
feel/ look/direction.
Source: Equator focus group research
Source: Equator focus group research
We need a new logo.
Why?
We need a new logo.
We need a new logo.
We need a new logo.
We need a new logo.
A more effective website
Should we advertise online?
We’re losing sales.
We’re losing sales.
We should create a new
identity.
We should create a new
identity.
What sort of identity best represents us?
Inspiration: Fashion photography
What’s the context?
What’s the Business challenge?
What’s the Brand
challenge?
What’s the Design challenge? How can we... ?
Inspiration: Objects
1. Explain the process 2. No evaluation 3. No censorship 4. One conversation 5. Stay focussed 6. No buts - Build or elaborate 7. Capture everything
Inspiration: Ideas
1. Fat pens 2. Post-its 3. Props 4. Sweets 5. Idea catalysts 6. Location
Inspiration: People
1. NOT JUST EXPERTS 2. A Rigorous Recorder 3. An Inspiring Facilitator 4. No more than 7 people
6. Right time
Inspiration: Interiors
Group 20mins Breakout 20mins Enhance 20mins
Open... Explore... Close... Open... Explore... Close... Open... Explore... Close...
Inspiration: Theatre and costumes
1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary
1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary
Inspiration: Chindogu
1. Be idiotic 2. Be impulsive 3. Be provocative 4. Be unfaithful 5. Be a thief 6. Be a bad artist
1. More ideas the better 2. No critical thinking / scepticism 3. Energy 4. Optimism 5. Divergent... widest possible spread
1. Look for patterns and analogies 2. Themes 3. Grouping 4. Experimenting 5. Building on and enhancing
1. Conclusions 2. Decisions 3. Actions
Inspiration: TV Shows
Inspiration: TV Shows
My best ideas come when I am jogging
When I am on my own mulling things over
Things I’ve seen, read,
Research, making connections, general
experience and interests.
I browse online, use different search terms to find related concepts or
brands.
From everywhere really: fashion, buildings, technology, people.
Sometimes, like everyone else: downright plagiarism.
•Uses •Improvements •What if •Smashing •Morphing •Manipulation
•Reversal •Elimination •Adaption •Combination •Metaphor. •Wildcards
Inspiration: Advertising
1. Evaluate • Ideas of immediate usefulness. • Areas for further exploration. • New approaches to the problem.
2. Share & develop 3. Share the results 4. Share the ongoing development
Inspiration: Technology
Prepare & share brief
Make sure everyone Has read the brief
1. Explain the rules... 5 minutes 2. Warm-up... 20 minutes
• Regroup... 5 minutes 3. Group (post-its)... 10 minutes
• Regroup (vote)... 10 minutes 4. Breakout (10 ideas)... 10 minutes
• Regroup & Refine (vote)... 10 minutes 5. Enhance (build on)... 10 minutes
• Conclude... 5 minutes
Share output
Share actions and outcomes
Inspiration: Movies