Stone Ward Brand Management March Meeting: Brainstorming Tech First


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This is part of a monthly meeting series with Stone Ward brand management to talk about integrating digital to overall communications planning. In this March meeting we talked about brainstorming technology first, based on a session that Emily Reeves listened to at SXSW 2013

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Stone Ward Brand Management March Meeting: Brainstorming Tech First

  2. 2. Today’s Topic:BRAINSTORMING TECH FIRST (a SXSW 2013 learning) @stoneward
  3. 3. BACKGROUND• SXSW session presented by agency R/GA.• Created process to avoid ideas getting to the technologist with the question: “is this possible?”• Just because something is possible, doesn’t mean that it will lead to a good user experience.• Trying to execute digital ideas from a traditional brainstorm can dilute the idea and experience that digital can provide. @stoneward
  4. 4. IDEA• Get very specific. Then take a big step back. Is an idea executable? Switching back and forth between different types of thinking is a great way to improve the quality of the ideas.  Doing things in smaller chunks allows your subconscious is still working it. It is why you have aha moments in the shower. • Embrace constraints. It can stimulate your creativity. It is the MacGyver effect. And can be likened to prison inventions.• Encourage practice. Find something that has small chunks that can be repeated over and over again. Try and try and try again.  @stoneward
  5. 5. IDEA• Still start with creative brief. But choose a technology that is relevant to the audience and hardcode it into the brief. It should be a technology that is specific to your audience. The more granular you can be, the better. For example, not "mobile apps," but “Passbook for iOS.” • Timebox brainstorm session at one hour. Get everyone on the team at the same time in the room. Present the brief. Then give them 5-8 minutes to silently write their own answers to the questions in the brief. It is really important. • Spend next 45 minutes sharing their ideas and creative riffing. • Then the senior leadership team should take the ideas and distill them and craft them into something presentable. • This is an efficient process because 90% of ideas that come out are feasible because we have embraced the constraints on the front end and we dont have to ask if this is possible.  @stoneward
  6. 6. EXECUTION TYPES• Lets say the new iPad can tell the difference between a baby touch, a kid touch and an adult touch. Name 10 features you could create based on this technology. • Fill in the blanks. Asked to think about an Internet enabled vehicle. Decided to just focus on Instagram because Internet enabled car is pretty wide. My trucks name is ________. And the first Instagram picture it took was ________. Give people a grammar and a framework to tell stories. • Facebook Fun. J&J wanted to do something around social media for teens and contacts. Facebook had built into Timeline a preset form for "I got contacts."  It was already there. So the creative assignment was to look at that form and think about what you could do with that form. Result: I Got Accuvue.  @stoneward
  7. 7. EXECUTION TYPES• Magnetic Poetry. Based on the idea of giving people a list of words and creating an elevator pitch in ten minutes using those words. Provide a list of descriptors and a list of technology. • Branded Magnetic Poetry. Example client-specific categories: - Tone - Occasion - Functionality @stoneward
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  10. 10. EXECUTION TYPES• Social Media API Roulette.  Requires you to look at the developer API. Pick two very specific points from different networks and ask yourself what you can do with that. What is the most popular Instagram filter by location on Foursquare. "This place has lo-fi BBQ."• Ideas that come out of these sessions were interesting and feasible. It saved time. Made creative process more accessible. This is not for everyone though; 20% of traditional creatives will say this doesnt work for them. Its an awesome tool in our tool belt; not the only way we do things.  @stoneward
  11. 11. TIPS• Developing tech first briefs take time.You cant do it last minute. Quality of output is related to the quality of the input. • Limit the brainstorm to one technology, one business need, one use case. Dont try to do more than one of each of these in a session. • Adjectives plus technology equals something new. Sometimes you can just put a word in front of technology and it takes on a whole new meaning. What does a sarcastic car alarm sound like?• The question should be: can this be done WELL? Not can this be done.• Everyone is creative.  @stoneward
  12. 12. DISCUSSION/QUESTIONS @stoneward
  13. 13. THANK YOU.Emily