learning session: brainstorming 101

Learning Session:Brainstorming 10114th January 2009

What is aBRAINSTORM?

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)

What is thePROCESS?

» 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

TheRULES

THERE AREN’T ANY…

...but there are guidelines…

» 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

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.

Isn’t brainstorming just for

CREATIVES?

» 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!

What’s myROLE?

» 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?

There are nolimits!

Think big!Execution solutions come later.

How do IPREPARE?

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.

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

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

we?

Thank youfor your time.