It’s a fact. We can’t all be brilliant 100% of the time. They say the first 7 ideas you have about any given project will be cliche.
That is why brainstorming was invented! So here is a small list of ways to brainstorm effectively. Made up by me. Alone. Without any input from anyone else…
1. Stick to six. More than 6 people in any given brainstorming session is too much. Seven is the unlucky number at this, otherwise you may as well start a democracy and rent a poll booth.
2. Have at least four. This is the magic number in my experience. One person kind of listens in and directs the group, others bounce stuff off everyone else in the group. There is always that one that has the worst ideas in the world…
3. Listen to the worst ideas in the world. Continually brushing off that person with horrible ideas limits yourself to only people who think like you. Not what brainstorming is about.
4. Go crazy. The more far out the idea the better. It’s much easier to pull the reigns back on too big of an idea than it is to build upon a less than awesome concept.
5. Use the “What if” technique with your product. Even if you sell hamburgers, bank accounts, shot glasses or haircuts… “What if the person receiving this item/service was an alien? What if the person receiving this item/service thought it was a dog toy? What if the person receiving this item/service used it at a white elephant party?” Going on and on with this – even before the item has been manufactured – will allow you to binge on creativity. And you never know which “what if” is the jackpot.
6. Structured sessions will not give birth to the best ideas. Creative people need time, they need space. So you have a crap session for an hour. No good ideas. Don’t give up. Send everyone on their way and tell them to write down every thought they have after the session for the next day. Then have another hour at it.
7. Sometimes ideas are bad. Just… not well thought out and bad. Suggesting a toy gun that blows confetti for your financial client might give them the idea that you think robbery is a fun thing. Be careful about sharing these ideas with your client but don’t discredit them all the way. There could be more to it by playing off the old robbery cliche.
8. Give your ideas to the people. If you have a larger company, the chances are good that you have hired your demographic as employees. After you have come up with 3 good ideas, pass them around for a free market survey. Take each opinion seriously. Add to the idea, subtract from the idea.
9. Put the winning idea away for a week. When you pull it back out, if you are not still completely attacked by its brilliance, it could still use some work.
10. The next step is the only logical one. Call So Tons Creative. (We start at idea 8).
