1 brainstorming
TRANSCRIPT
Brainstorming for fun and profit
Rayn HOWAYEK
➊ What is a brainstorm?
➋ Why brainstorm?
➌ How to brainstorm?
Agenda
What is a brainstorm?
brainstorm [breɪnstɔːm]
A spontaneous group discussion to produce ideas and ways of solving problems.
Oxford American Dictionaries
Invented by Alex Osborn around 1938
How do you get new ideas?
— Linus Pauling,Nobel Prize winner
«The way to get good ideas is to get lots of ideas and throw the bad ones away.
Storm Storm
or
What did he mean?
Storm Storm
or
What did he mean?
Why brainstorm?
It’s a great way to get new ideas
It makes work more fun
— Ethan Rasiel,The McKinsey Way
«Brainstorming is ... what the clients really buy.
How to brainstorm?
The brief
The people
The set
The process
Step 1:
The brief
«The cardinal rule of brainstorming is that you cannot do it successfully
in a vacuum.
— Ethan Rasiel,The McKinsey Way
— Steve Schildwachter,FCB Global
«Brief is everything.
Step 2:
The people
Not “experts only”
Invite different people
The Experiment
Task: design a campaign for a toy
3 brainstorming groups:
Which did the best?
No brief Written brief Went to a toy shop
3 brainstorming groups:
No brief Written brief Went to a toy shop
Of course.
Step 3:
The set
Something to write
Item / Product
Step 4:
The process
Next, announce:
?Problem Target amount
of ideasTimeRules
«The problem is never to get new ideas in, the problem is to get the old ideas out.
— Dee Hock,Visa International
The rules are:
➊ Go for the quantity, not quality
➋ Absolutely no criticism
➌ Weird ideas are welcome
➍ Transform others’ ideas
Write whatever they say, exactly as they say!
Yes, but...
Yes, and...
Go with the flow!
Got a stupid idea? Say it out loud.
Just to get rid of it.
Stuck? Use creative ads.
Out of the boxCan you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?
Out of the boxCan you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?
Out of the boxCan you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?
Out of the boxCan you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?
Out of the boxCan you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?
The amount
reached? Time’s up?
Now filter what you’ve got.
on the criteria from the brief.
Good?
Bad?
And if you are lucky...
into a golden concept
And... this is it.
Thank You