learning session: brainstorming 101

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Learning Session: Brainstorming 101 14 th January 2009

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A basic introduction to brainstorming.

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Page 1: Learning Session: Brainstorming 101

Learning Session:Brainstorming 10114th January 2009

Page 2: Learning Session: Brainstorming 101

What is aBRAINSTORM?

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Brainstorming is a group activity designed to generate a large number of ideas for the

solution to a problem (by gathering and building on all spontaneous ideas had by

everyone present)

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What is thePROCESS?

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» Team Leader prepares a brief» define the problem» sent to brainstorm team in advance

» Brainstorm Session 1» scribe takes notes and distributes to team

following the session» Brainstorm Session 2

» More ideas» Idea evaluation & filtering

The Process

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TheRULES

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THERE AREN’T ANY…

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...but there are guidelines…

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» Withhold your judgment of ideas » Encourage wild and exaggerated ideas » Quantity counts at this stage, not quality » Build on the ideas put forward by others » Every person and every idea has equal

worth

The Guidelines

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NOTE:All ideas/ thoughts/ inspirations should be

recorded however "irrelevant" or "silly" they seem to be (one dedicated scribe who takes

notes and mails everyone afterwards – or someone writing on a white board that

everyone can see). Your initial idea may not work but it may spark off a valid idea in

someone else.

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Isn’t brainstorming just for

CREATIVES?

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» Brainstorm team should consist of a variety of people» Different skills» Different personalities» Familiar and unfamiliar with client /

brand / project and » Maximum of 7-8 people

Absolutely not!

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What’s myROLE?

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» To suggest ideas which will work as solutions

» To suggest ideas/ thoughts/ references which will stimulate solutions in others

» But most importantly: to SPEAK UP! No matter how stupid your idea or thought seems

What’s my role in a brainstorm?

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There are nolimits!

Think big!Execution solutions come later.

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How do IPREPARE?

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Keep a record of cool designs, ad campaigns, ideas, jokes your granny told you… ANYTHING that you think rocks. Not that the idea is to rehash an old idea – but inspiration can

come from anywhere.

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Some basic things to remember when

brainstorming...» Be clear of the objective for the session:

» i.e. we’re trying to come up with the best solution and most creative one – not necessarily the easiest of one that we know we can do.

» Live the project:» set another date – not too far off – for report

back, put pressure on each person to have at least one new cool idea to report back on (creates a sense of “living” the projects – always on our minds when we’re consuming media or surfing the net or running on the treadmill etc

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Let’s give this “brainstorming” thing a try, shall

we?

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Thank youfor your time.