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
theideasbook.net expertadviceonline.com [email protected] @kevinduncan