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brain·storm·ing (brnstôrmng) n. A method of shared problem solving in which all members of a group spontaneously contribute ideas.
The brainstorming session. It's a classic for sales and marketing teams isn't it? And despite its popularity, most brainstorming sessions are a colossal waste of time. Why? Because they don't stick with the single purpose—to contribute ideas. Instead we gather our colleagues in a room, ask them to "brainstorm," and then criticize each "idea" as it is brought up. And this goes on for what seems like hours. Admit it, you've done it or at least have been a part of it.
There is a better way.
We are always looking for ways to improve the creative process. And over the years we've studied many different brainstorming systems. Our studies have yielded TWO good ways to generate a large amount of varied ideas in the shortest amount of time:
1) For general creative brainstorming:
- Use an "idea" worksheet. Create a worksheet with 12 boxes, making each box large enough to write in. Hand out the worksheet to each participant and ask them to write the group's "problem to be solved" at the top of the worksheet.
- Record ideas. Have each member begin recording ideas they have in each box (one per box) for 3-4 minutes. If they fill up the sheet before time is up, give them another and have them continue. When time's up, have each team member pass their worksheets to the person on their left. Ask them to scan their colleague's ideas as a stimulus, and for another 3-4 minutes continue writing ideas on the sheets they've just received. Again, if they fill up their sheets, give them another.
- Repeat the process. Repeat this last step one more time for 3-4 minutes.
- Collect and analyze your results. When the session is done, thank everyone and dismiss them. You'll want to now compile ALL of the ideas into a document that can be analyzed, critiqued, and ranked. This is something either you can do alone...or you can schedule another session that focuses on that task as a team.
2) For promotional mix brainstorming: Use Adpack—an advertising idea generator in a box! The concept is easy and our tests show you will generate ideas you never would have considered otherwise...now that's thinking outside the box! Here's how it works:
- Select and arrange your cards. Adpack is a system of strategy cards. There are three packs of 50 cards each.
There’s a Media pack, an Offer pack, and a Power Word pack.
Just combine one of each kind in a three card sequence, and you’ve created a marketing idea.
- Create your ideas and consider the possibilities. You get a strategy board that gives you a nine card layout to see how the different combinations can generate amazing ideas.
One grid of 3 x 3 x 3 gives you 27 posibilities.
The 50 x 50 x 50 card combination gives you 125,000 ideas!
- Write everything down and repeat the process. Adpack comes with a scribble pad, so write down the best idea from each hand, then shuffle up and deal another nine cards.
- Select the best of the best. We found that many of the ideas, for various reasons, are throw aways. However, there are usually a few really good gems that come from each session. Select the best and make them your own.
- NOTE: Though a little pricey at $297, you will get a 30% discount as a Go-To-Market Strategies subscriber (Adpack promo code=GTMS).
Regardless of wich of the two techniques above you use, be sure to:
- Gather your materials. First you need to be able to concisely articulate the problem you're trying to solve or the ideas you want generated in this session. So spend some quality time on defining the session's goal. Also, we recommend you provide worksheets where each member can write down their ideas.
- Schedule your team. Choose as many participants as is appropriate for the task. The more you have on the brainstorming team, the more ideas you'll generate. Schedule the session for only 15-20 minutes. Be sure to start and end on time! If you need more time, schedule a second and third session. Any more than 20 minutes in any one session and the "spontaneous" part of the brainstorming process seriously degrades.
- Plan a creative environment. Creativity comes from our right side of the brain, so let's face it... your typical conference room with white boards, flip charts, and a more formal atmosphere just isn't going to cut it. Get creative with WHERE you hold the meeting. If you must conduct a brainstorming session in the office, make it less "board room." Play classical music. Have people sit on exercise balls.
- Structure only the collection of ideas—not the parameters for the ideas themselves.
Yes it's true. The brainstorming session is here to stay. And with the above tips, it won't be as torturous as the "classic" we're all used to.
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