How to prepare properly and generate brilliant ideas. A taster of techniques from Kevin's forthcoming book The Ideas Book.

2. OH #@?!
I’VE GOT TO RUN A
BRAINSTORM

3. 1. PREPARING PROPERLY
2. GENERATING IDEAS

4. 1. PREPARING PROPERLY

5. A decent brief?
• To achieve what?
• Why?
• Who is this aimed at?
• Statement: our objective
• Question: how do we…?

6. The Right Medium?
• On your own?
• Collaborate?
• With whom?
• Phone, email, meet?
• Private or public?

7. The Right People?
• Optimum number = 4
• Less = more ideas
• Selective guest list
• High quality participants
• No substitutes

8. A Third Place?
• Not office, not home
• Inspiring setting
• High ceilings, natural
light
• Fresh air
• On the move?

9. Got The Right Time?
• Look at
month, week, day
• Optimum time of day
• Avoid pressure times
• Avoid dead zones
• Look at duration

10. For How Long?
• Shorter is better
• 5 minutes? 30 minutes?
• Boredom and attention
• Energy and productivity
• Breaks and pacing

11. The Right Method?
• You need one
• Facts and data
• Management views
• Staff views
• Synthesis = direction

12. The Right Stimulus?
• Prepared in advance
• Plenty of material to
spare
• Interventions
• Breaks
• Exercises and
application

13. Homework Set?
• Attendees must prepare
• Material issued in good
time
• Have they read the
brief?
• And background
material?
• Set test at start to check

14. The Rules Of Engagement
• Turn up
• Listen productively
• Talk succinctly
• No show-offs or cynics
• No jargon

15. 2. GENERATING IDEAS

16. 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

17. Category Stealing
• Identify other categories
(not your own)
• Define characteristics
• Name brands
• Identify approaches
• Apply to your brief

18. What’s Hot?
• Examine current trends
• Major events coming up
• Look at celebrities & issues
• Attach your brief to them
• Don’t force it

19. For more idea generation techniques:
theideasbook.net

20. theideasbook.net
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