Brainstorming Process at RTCStrategy & Insights

October 2011

Brainstorming Process at RTCStrategy & Insights

October 2011

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Why a brainstorming “process”?

Unfortunately, putting a lot of smart people in the same room doesn’t guarantee a lot of (good) ideas.

Here’s why we think a process is necessary:

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Defining “Brainstorm”Before discussing the process, we need to establish a common definition and purpose for brainstorming.

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The Purpose of Brainstorming

BRAINSTORMING: a spontaneous group discussion to produce ideas and ways of solving problems.*

Give the team many focused ideasGive the team many focused ideas Give the team a tactical plan

Brainstorming Should: Brainstorming Should Not:

*Definition from Dictionary.com

Encourage out-of-the-box thinkingEncourage out-of-the-box thinking

Solve one problem at a timeSolve one problem at a time

Focus on the consumer’s needsFocus on the consumer’s needs

Encourage only realistic ideas

Focus on business objectives

Solve every brand problem at once

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When Brainstorming is Appropriate

We should be brainstorming if we’re:

PLANNING for the upcoming year.

EXPLORING changes to the market or potential new target audiences.

CREATING incremental opportunities for current or potential clients.

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RTC’s Brainstorming ProcessAdding structure to how we brainstorm will actually make us more productive.

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Homework before Brainstorm Session

Step #1: Team to agree on business objectives

Step #2: S&I to translate objectives into Brainstorm Profiles

Optional Step: S&I to send fun assignment to team to use as ice-breaker during session

Brainstorm Profiles represent the target audience and look very much like personas. Most importantly, they illustrate what we hope the target will do as well as their specific motivations and barriers.

A closer look @ Brainstorming Profiles …

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Session Set-up

Step #1: S&I ‘moderator’ to bring the following to the session: Case Studies Brainstorm Profiles Post-it notes The Brainstorming Rules The business questions Optional: toys, games, music, candy, coffee, etc.

Step #2: Moderator to arrange group into small groups of 3-4

Optional Step: ice-breakers (recommended if new client or new team)

The Brainstorming Rules: • “No,” “Can’t,” and “Shouldn’t” are banned• No debating• No altering ideas, only adding new ones• Everyone contributes

Case Studies: S&I will keep a compilation of examples of businesses and brands thinking outside of the box, pushing boundaries, challenging the norm, etc. These will be available as thought-starters.

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Brainstorming

Step #1: Moderator to assign one profile to each group Step #2: Individuals think on their own re: assigned profile and put ideas on post-its (10 minutes) Step #3: Small groups share, ideate together, and cluster their ideas (15 minutes) Step #4: Small groups put best 2-3 ideas on Idea Outlines Step #5: Each small group shares their outlines with the larger group Step #6: Moderator collects idea outlines and post-its Optional: Repeat with different profiles (or rotating profiles)

Idea Outlines are blank forms that force the team to not only describe the idea, but also consider how it relates to the consumers needs and the competitive landscape. These forms eliminate the need for a brainstorming scribe and simultaneously ensure more details are captured.

A closer look @ Idea Outlines …

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What Next?

The steps following a brainstorming session will vary according to project, but in general, we should always plan to:

1. Organize– S&I should organize ideas into strategic buckets (including both idea outlines and

post-its)

2. Filter & Identify Gaps– Account team should lead small team meeting to filter ideas and determine

appropriate next stems

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Whole Foods

Whole Foods is the world’s largest organic grocery chain, with values centering on:•Selling the highest quality natural and organic products available•Caring about our communities & our environment•Satisfying and delighting our customers•Supporting team member happiness and excellence•Creating ongoing win-win partnerships with our suppliers•Promoting the health of our stakeholders through healthy eating education

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