Strategy and Insights Brainstorming GuidePresentation Transcript
Brainstorming Process at RTC Strategy & Insights October 2011
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:
Defining “Brainstorm” Before discussing the process, we need to establish a common definition and purpose for brainstorming.
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 Dictionary.com 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
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.
RTC’s Brainstorming Process Adding structure to how we brainstorm will actually make us more productive.
Homework before Brainstorm Session
Step #1 : Team to agree on business objectives
Step #2 : S&I to translate objectives into Brainstorm Profiles
Optional Step: S&I to send fun assignment to team to use as ice-breaker during session
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.
Step #1 : S&I ‘moderator’ to bring the following to the session:
The Brainstorming Rules
The business questions
Optional : toys, games, music, candy, coffee, etc.
Step #2 : Moderator to arrange group into small groups of 3-4
Optional Step: ice-breakers (recommended if new client or new team)
The Brainstorming Rules:
“ No,” “Can’t,” and “Shouldn’t” are banned
No altering ideas, only adding new ones
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.
Step #1 : Moderator to assign one profile to each group
Step #2 : Individuals think on their own re: assigned profile and put ideas on post-its (10 minutes)
Step #3 : Small groups share, ideate together, and cluster their ideas (15 minutes)
Step #4 : Small groups put best 2-3 ideas on Idea Outlines
Step #5 : Each small group shares their outlines with the larger group
Step #6 : Moderator collects idea outlines and post-its
Optional: Repeat with different profiles (or rotating profiles)
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.
The steps following a brainstorming session will vary according to project, but in general, we should always plan to:
S&I should organize ideas into strategic buckets (including both idea outlines and post-its)
Filter & Identify Gaps
Account team should lead small team meeting to filter ideas and determine appropriate next stems
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