Strategy and Insights Brainstorming Guide


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  • Treating for OP = has an RX
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  • Strategy and Insights Brainstorming Guide

    1. 1. Brainstorming Process at RTC Strategy & Insights October 2011
    2. 2. Why a brainstorming “process”? Unfortunately, putting a lot of smart people in the same room doesn’t guarantee a lot of (good) ideas. Here’s why we think a process is necessary:
    3. 3. Defining “Brainstorm” Before discussing the process, we need to establish a common definition and purpose for brainstorming.
    4. 4. The Purpose of Brainstorming BRAINSTORMING: a spontaneous group discussion to produce ideas and ways of solving problems.* Give the team many focused ideas Brainstorming Should: Brainstorming Should Not: *Definition from Encourage out-of-the-box thinking Solve one problem at a time Focus on the consumer’s needs Give the team a tactical plan Encourage only realistic ideas Focus on business objectives Solve every brand problem at once
    5. 5. When Brainstorming is Appropriate We should be brainstorming if we’re: PLANNING for the upcoming year. EXPLORING changes to the market or potential new target audiences. CREATING incremental opportunities for current or potential clients.
    6. 6. RTC’s Brainstorming Process Adding structure to how we brainstorm will actually make us more productive.
    7. 7. Homework before Brainstorm Session <ul><li>Step #1 : Team to agree on business objectives </li></ul><ul><li>Step #2 : S&I to translate objectives into Brainstorm Profiles </li></ul><ul><li>Optional Step: S&I to send fun assignment to team to use as ice-breaker during session </li></ul>A closer look @ Brainstorming Profiles … Brainstorm Profiles represent the target audience and look very much like personas. Most importantly, they illustrate what we hope the target will do as well as their specific motivations and barriers.
    8. 8. Session Set-up <ul><li>Step #1 : S&I ‘moderator’ to bring the following to the session: </li></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Brainstorm Profiles </li></ul></ul><ul><ul><li>Post-it notes </li></ul></ul><ul><ul><li>The Brainstorming Rules </li></ul></ul><ul><ul><li>The business questions </li></ul></ul><ul><ul><li>Optional : toys, games, music, candy, coffee, etc. </li></ul></ul><ul><li>Step #2 : Moderator to arrange group into small groups of 3-4 </li></ul><ul><li>Optional Step: ice-breakers (recommended if new client or new team) </li></ul><ul><li>The Brainstorming Rules: </li></ul><ul><li>“ No,” “Can’t,” and “Shouldn’t” are banned </li></ul><ul><li>No debating </li></ul><ul><li>No altering ideas, only adding new ones </li></ul><ul><li>Everyone contributes </li></ul>Case Studies: S&I will keep a compilation of examples of businesses and brands thinking outside of the box, pushing boundaries, challenging the norm, etc. These will be available as thought-starters.
    9. 9. Brainstorming <ul><li>Step #1 : Moderator to assign one profile to each group </li></ul><ul><li>Step #2 : Individuals think on their own re: assigned profile and put ideas on post-its (10 minutes) </li></ul><ul><li>Step #3 : Small groups share, ideate together, and cluster their ideas (15 minutes) </li></ul><ul><li>Step #4 : Small groups put best 2-3 ideas on Idea Outlines </li></ul><ul><li>Step #5 : Each small group shares their outlines with the larger group </li></ul><ul><li>Step #6 : Moderator collects idea outlines and post-its </li></ul><ul><li>Optional: Repeat with different profiles (or rotating profiles) </li></ul>A closer look @ Idea Outlines … Idea Outlines are blank forms that force the team to not only describe the idea, but also consider how it relates to the consumers needs and the competitive landscape. These forms eliminate the need for a brainstorming scribe and simultaneously ensure more details are captured.
    10. 10. What Next? <ul><li>The steps following a brainstorming session will vary according to project, but in general, we should always plan to: </li></ul><ul><ul><li>Organize </li></ul></ul><ul><ul><ul><li>S&I should organize ideas into strategic buckets (including both idea outlines and post-its) </li></ul></ul></ul><ul><ul><li>Filter & Identify Gaps </li></ul></ul><ul><ul><ul><li>Account team should lead small team meeting to filter ideas and determine appropriate next stems </li></ul></ul></ul>
    11. 11. Whole Foods <ul><li>Whole Foods is the world’s largest organic grocery chain, with values centering on: </li></ul><ul><li>Selling the highest quality natural and organic products available </li></ul><ul><li>Caring about our communities & our environment </li></ul><ul><li>Satisfying and delighting our customers </li></ul><ul><li>Supporting team member happiness and excellence </li></ul><ul><li>Creating ongoing win-win partnerships with our suppliers </li></ul><ul><li>Promoting the health of our stakeholders through healthy eating education </li></ul>