Brainstorming is a group discussion technique used to generate ideas and solve problems. It was invented in the 1930s and involves spontaneously contributing ideas without criticism. Effective brainstorming requires a clear problem definition or "brief" to focus on, diverse participants, and a structured yet creative process. The process includes establishing ground rules of aiming for quantity over quality, welcoming unusual ideas, building on others' contributions, and using techniques like creative prompts to spark new thinking when ideas are lacking. The goal is to produce many ideas that can then be evaluated and refined into promising solutions.

1. Brainstorming
for fun and profit
Rayn HOWAYEK

2. ➊ What is a brainstorm?
➋ Why brainstorm?
➌ How to brainstorm?
Agenda

3. What is a brainstorm?

4. brainstorm [breɪnstɔːm]
A spontaneous group discussion to
produce ideas and ways of solving
problems.
Oxford American Dictionaries

5. Invented by Alex Osborn
around 1938

6. How do you get new ideas?

7. — Linus Pauling,
Nobel Prize winner
«The way to get good ideas is
to get lots of ideas and
throw the bad ones away.

8. Storm Storm
or
What did he mean?

9. Storm Storm
or
What did he mean?

10. Why brainstorm?

11. It’s a great way
to get new ideas

12. It makes work more fun

13. — Ethan Rasiel,
The McKinsey Way
«Brainstorming is ... what
the clients really buy.

14. How to brainstorm?

15. The brief
The people
The set
The process

16. Step 1:
The brief

17. «The cardinal rule of
brainstorming is that you
cannot do it successfully
in a vacuum.
— Ethan Rasiel,
The McKinsey Way

19. — Steve Schildwachter,
FCB Global
«Brief is everything.

20. Step 2:
The people

21. Not “experts only”

22. Invite different people

23. The Experiment
Task: design a campaign for a toy

24. 3 brainstorming groups:
Which did the best?
No brief Written brief Went to a toy
shop

25. 3 brainstorming groups:
No brief Written brief Went to a toy
shop
Of course.

26. Step 3:
The set

27. Something to write

28. Item / Product

29. Step 4:
The process

30. Next, announce:
?
Problem Target amount
of ideas
TimeRules

31. «The problem is never to get
new ideas in, the problem
is to get the old ideas out.
— Dee Hock,
Visa International

32. The rules are:
➊ Go for the quantity, not quality
➋ Absolutely no criticism
➌ Weird ideas are welcome
➍ Transform others’ ideas

33. Write whatever they say,
exactly as they say!

34. Yes, but...
Yes, and...

35. Go with the flow!

36. Got a stupid idea?
Say it out loud.
Just to get rid of it.

37. Stuck? Use creative ads.

38. Out of the box
Can you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?

39. Out of the box
Can you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?

40. Out of the box
Can you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?

41. Out of the box
Can you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?

42. Out of the box
Can you connect all nine spots with 4 continuos straight lines
drawn without ever lifting your pencil from the paper?

43.  The amount
reached?
Time’s up?

44. Now filter what you’ve got.

45. on the criteria
from the brief.
Good?
Bad?

46. And if you are lucky...
into a golden concept

47. And... this is it.

48. Rayn Howayek
Questions?
Rayn.howayek@gmail.com

49. Thank You