OH #@?!I’VE GOT TO RUN A BRAINSTORM
1. PREPARING PROPERLY2. GENERATING IDEAS
1. PREPARING PROPERLY
A decent brief?• To achieve what?• Why?• Who is this aimed at?• Statement: our
objective• Question: how do
we…?
The Right Medium?• On your own?• Collaborate?• With whom?• Phone, email, meet?• Private or public?
The Right People?• Optimum number = 4• Less = more ideas• Selective guest list• High quality
participants• No substitutes
A Third Place?• Not office, not home• Inspiring setting• High ceilings, natural
light• Fresh air• On the move?
Got The Right Time?• Look at month, week,
day• Optimum time of day• Avoid pressure times• Avoid dead zones• Look at duration
For How Long?• Shorter is better• 5 minutes? 30
minutes?• Boredom and
attention • Energy and
productivity• Breaks and pacing
The Right Method?• You need one• Facts and data• Management views• Staff views• Synthesis = direction
The Right Stimulus?• Prepared in advance• Plenty of material to
spare• Interventions• Breaks• Exercises and
application
Homework Set?• Attendees must
prepare• Material issued in
good time• Have they read the
brief?• And background
material?• Set test at start to
check
The Rules Of Engagement• Turn up • Listen productively• Talk succinctly• No show-offs or cynics• No jargon
2. GENERATING IDEAS
Eyes Of Experts• Choose experts in
advance• Or get attendees to do
it• View brief through the
eyes of different experts
• How would they approach it?
• Consider those unrelated to category
Category Stealing• Identify other
categories (not your own)
• Define characteristics• Name brands• Identify approaches• Apply to your brief
What’s Hot?• Examine current trends• Major events coming up• Look at celebrities &
issues• Attach your brief to
them• Don’t force it
For more idea generation techniques: theideasbook.net