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.netexpertadviceonline.com

kevinduncanexpertadvice@gmail.com@kevinduncan