OH #@! I'VE GOT TO RUN A BRAINSTORM

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

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OH #@! I'VE GOT TO RUN A BRAINSTORM

  1. OH #@?! I’VE GOT TO RUN A BRAINSTORM
  2. 1. PREPARING PROPERLY 2. GENERATING IDEAS
  3. 1. PREPARING PROPERLY
  4. A decent brief? • To achieve what? • Why? • Who is this aimed at? • Statement: our objective • Question: how do we…?
  5. The Right Medium? • On your own? • Collaborate? • With whom? • Phone, email, meet? • Private or public?
  6. The Right People? • Optimum number = 4 • Less = more ideas • Selective guest list • High quality participants • No substitutes
  7. A Third Place? • Not office, not home • Inspiring setting • High ceilings, natural light • Fresh air • On the move?
  8. Got The Right Time? • Look at month, week, day • Optimum time of day • Avoid pressure times • Avoid dead zones • Look at duration
  9. For How Long? • Shorter is better • 5 minutes? 30 minutes? • Boredom and attention • Energy and productivity • Breaks and pacing
  10. The Right Method? • You need one • Facts and data • Management views • Staff views • Synthesis = direction
  11. The Right Stimulus? • Prepared in advance • Plenty of material to spare • Interventions • Breaks • Exercises and application
  12. Homework Set? • Attendees must prepare • Material issued in good time • Have they read the brief? • And background material? • Set test at start to check
  13. The Rules Of Engagement • Turn up • Listen productively • Talk succinctly • No show-offs or cynics • No jargon
  14. 2. GENERATING IDEAS
  15. 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
  16. Category Stealing • Identify other categories (not your own) • Define characteristics • Name brands • Identify approaches • Apply to your brief
  17. What’s Hot? • Examine current trends • Major events coming up • Look at celebrities & issues • Attach your brief to them • Don’t force it
  18. For more idea generation techniques: theideasbook.net
  19. theideasbook.net expertadviceonline.com kevinduncanexpertadvice@gmail.com @kevinduncan

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