How to Brainstorm Effectively

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Part 1 of 3:

Follow the Guidelines

Guidelines

When thinking of ideas,

don’t shoot anyone

down.

NO negative comments or

critics!

Suspend

Judgment

Guidelines

Similar to “freewriting” or the “wildest idea” stage, let all of your ideas free and keep them coming. Because no one will reject your idea or make a negative comment, there’s nothing to hold you back.

“Free Wheel”

Guidelines Quantity not Quality

Quantity

Quantity

Quantity

Quantity

Quantity

Quantity

Guidelines

Cross Fertilize

Work off of other people’s ideas or other ideas of your own.

Part 2 of 3:

Choose Your Method

The Ideation Process

The War Room

Different Methods of Brainstormingchoose the one that works the best for you

Brainstorming Stages

6 Stages by James Webb Young

− Ideation Process

The Ideation Process

1. Preparation 2. Frustration

● Build a team● Collect input● Do your homework● Think logically (left

brain) in this stage

It happens.

3. Incubation 4. IlluminationStart thinking with the right side of your brain (where you make associations and connections) and both individually, and as a team, associate new and old information in new combinations.

After you have new idea’s, sleep on them and have some fun.

The

“AHA!”

Moment

5. Evaluation 6. Elaboration

Critical decision: is your idea

good?

Run with this idea!

6 Stages by Jim Avery

Brainstorming Stages

1. State The Problem

Have the team leader state the problem and broadly discuss it.

2. “How To….”

Restate the problem in as many “How to…” forms as possible. Write everything down and display it.

3. “How Many Ways…”

Restate the problem in a “How many ways…” format and everyone calls out solutions while someone writes them down and displays them.

4. Warm Up

Play any improvisational game to warm up your creative problem solving skills.

123...

123...

5. Brainstorm

Call out for idea’s new and old.

6. The Wildest Idea

Take the Wildest idea and try to make it work. (Afterwards, take a few days off and come back to it.)

123...

123...

The War Room

The War Room

They key activity to this room is the systematic development of information. The

outcome of which is the brand strategy. This includes the target market, the criteria

for purchase motivation, and the unique characteristics of the brand. All distractions

are removed. This room has only one project aligned to it.

A “war room” usually has a bulletin or dry erase board, a table, chairs, project props,

computers, and any other items or furniture pertinent to working on this project.

This room provides a safe place to brainstorm, and post all of your ideas and your idea

processes on the walls while you work.

Definition: a room for which a

business or political strategy is formed

Part 3 of 3:

What to Avoid and Include

Avoid

• Groupthink - a phenomenon that occurs in decision making groups that seek to eliminate conflict and favor the majority

• Thinking Customers Think Like You – this is where focus groups, surveys, and other types of secondary research come into play

• Thinking You Have a Bad Idea – the opposite can also be true, make sure you have tested your idea before you put all your eggs in that basket

• Thinking Your Market Stays the Same – It’s true, change is the only constant

Include

• Include an Outsider – include someone who doesn’t belong to add some diversity

• Play the Devil’s Advocate – ask tough questions and present multiple alternatives; this can also be used to eliminate assumptions

• Look for Synergy – the furthering of one idea doesn’t have to mean the death of another

• Write Down/Sketch Everything – if you don’t have a war room, create a brain wall where every idea is displayed for everyone to see

Brainstorming can either be a goldmine or a huge waste of time depending on how you

approach the process. Following guidelines, sticking to a method, and remembering what

to include and avoid will save you time, money, and make your creative brainstorming

much more effective.

By Laura Barron January (TBD) 2014