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Seeing things from a
A more open minded
                         different angle
approach to a subject.

                                                      It can be useful for lots
                                                      of different parts of the
                                                      design process.




                                                             Coming up with a lot
                                                             of ideas quickly.


Useful to tackle long
                         Hearing other ideas and
term issues rather
                         ways of thinking can spark
than short term ones.                                  Coming up with ideas you
                         off routes of thought.
                                                       can develop further.
Source: Equator focus group research
When people don’t       When people are too           Drifting away
People not being      come prepared           scared to say things          from the main
enthusiastic                                                                goals




                                                                          Thinking of ideas on the
                                                                          spot can be challenging.




                                                               If it's flat/point              When people
                                                               scoring/dominated.              shoot down
                                                                                               ideas


Brainstorming is not the           Awkward, stilted process,
place for defining details         where people don’t really         If it's moderated badly.
                                   talk or create ideas.




                                                                                    Source: Equator focus group research
A brief that is open to            Lying on a beach in a sun
 a creative and exciting            lounger, pint on a small table on
 solution.                          my left. A scribe/butler with a
                                    white board and pen.



     A good variety                                                       everybody shares the
     of people.                                                           same goals and nobody
                                                                          tries to dominate



 Energy, well structured
and moderated.                        Away from a ringing phone
                                                                                     Needs a strong
                                      and beeping emails.
                                                                                     motivational
                                                                                     leader.

      Everyone is completely up                     A feeling that things are
      for it & really contributes                   gonna move forward.




                                                                                Source: Equator focus group research
Inspiration: Architecture
Any background                                     Very little briefing is          A facilitator who knows
            information and what                               often the best way               the brief and client well
            the objective of the                               to go into a session             and can answer questions
            brainstorm is.                                                                      on the spot



                                                                                                           A very clear idea what
  Whether the client is                                                                                    is the expected outcome
  open for anything or if                                                                                  of the brainstorm
  they want a specific
  feel/ look/direction.
                                                          It’s useful to have
                                                          research on the client,
                                                          competitors, related
                                                                                                         |Key summary of market,
                                                          campaigns etc.
 It’s also better when                                                                                   competitors, issues, what
 it asks for people to                                                                                   we are trying to achieve.
 come up with some ideas
                                                                       The briefing should be
 beforehand
                                                                       visual and verbal




Inspiration: World’s tallest skyscraper, Arkhangelsk, Russia                                                    Source: Equator focus group research
Source: Equator focus group research
We need
a new logo.
We need
a new logo.


 Why?
We need
a new logo.
We need
a new logo.
A more
effective      We need
 website      a new logo.

  Should we
  advertise
    online?
We’re losing
   sales.
We’re losing
   sales.
We should
create a new
   identity.
We should
create a new
   identity.
What sort of
 identity best
represents us?
Inspiration: Fashion photography
What’s the
                   context?


                               What’s the
                                 Brand
What’s the
                               challenge?
 Business
challenge?
             What’s the Design challenge?
                   How can we... ?
Inspiration: Objects
1.   Explain the process
2.   No evaluation
3.   No censorship
4.   One conversation
5.   Stay focussed
6.   No buts - Build or elaborate
7.   Capture everything
Inspiration: Ideas
1.   Fat pens
2.   Post-its
3.   Props
4.   Sweets
5.   Idea catalysts
6.   Location
Inspiration: People
1.   NOT JUST EXPERTS
2.   A Rigorous Recorder
3.   An Inspiring Facilitator
4.   No more than 7 people
6. Right time

Inspiration: Interiors
Breakout 20mins               Enhance 20mins
   Group 20mins




Open... Explore... Close...   Open... Explore... Close...   Open... Explore... Close...
Inspiration: Theatre and costumes
1.   Practice run
2.   A game of opposites
3.   Improv.
4.   Pictionary
1.   Practice run
2.   A game of opposites
3.   Improv.
4.   Pictionary
Inspiration: Chindogu
1.   Be   idiotic
2.   Be   impulsive
3.   Be   provocative
4.   Be   unfaithful
5.   Be   a thief
6.   Be   a bad artist
1.   More ideas the better
2.   No critical thinking / scepticism
3.   Energy
4.   Optimism
5.   Divergent... widest possible spread
1.   Look for patterns and analogies
2.   Themes
3.   Grouping
4.   Experimenting
5.   Building on and enhancing
1. Conclusions
2. Decisions
3. Actions
Inspiration: TV Shows
My best ideas come                  When I am on my own
   when I am jogging                    mulling things over         Research, making
                                                                  connections, general
                                                                experience and interests.




             Sometimes, like
             everyone else:
               downright                                                       Things I’ve
               plagiarism.                                                     seen, read,




                               From everywhere really:
                                                                 I browse online, use
                                  fashion, buildings,
                                                              different search terms to
                                  technology, people.
                                                               find related concepts or
                                                                        brands.




Inspiration: TV Shows
•Uses           •Reversal
•Improvements   •Elimination
•What if        •Adaption
•Smashing       •Combination
•Morphing       •Metaphor.
•Manipulation   •Wildcards
Inspiration: Advertising
1. Evaluate
   • Ideas of immediate usefulness.
   • Areas for further exploration.
   • New approaches to the problem.
2. Share & develop
3. Share the results
4. Share the ongoing development
Inspiration: Technology
Prepare &    Make sure everyone
share brief   Has read the brief
1.    Explain the rules...           5 minutes
2.    Warm-up...                     20 minutes
     •     Regroup...                5 minutes
3.    Group (post-its)...            10 minutes
     •     Regroup (vote)...         10 minutes
4.    Breakout (10 ideas)...         10 minutes
     •     Regroup & Refine (vote)... 10 minutes
5.    Enhance (build on)...          10 minutes
     •     Conclude...               5 minutes
Share actions
Share output   and outcomes
Inspiration: Movies

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Brainstorming

  • 1.
  • 2.
  • 3. Seeing things from a A more open minded different angle approach to a subject. It can be useful for lots of different parts of the design process. Coming up with a lot of ideas quickly. Useful to tackle long Hearing other ideas and term issues rather ways of thinking can spark than short term ones. Coming up with ideas you off routes of thought. can develop further.
  • 4. Source: Equator focus group research
  • 5. When people don’t When people are too Drifting away People not being come prepared scared to say things from the main enthusiastic goals Thinking of ideas on the spot can be challenging. If it's flat/point When people scoring/dominated. shoot down ideas Brainstorming is not the Awkward, stilted process, place for defining details where people don’t really If it's moderated badly. talk or create ideas. Source: Equator focus group research
  • 6.
  • 7. A brief that is open to Lying on a beach in a sun a creative and exciting lounger, pint on a small table on solution. my left. A scribe/butler with a white board and pen. A good variety everybody shares the of people. same goals and nobody tries to dominate Energy, well structured and moderated. Away from a ringing phone Needs a strong and beeping emails. motivational leader. Everyone is completely up A feeling that things are for it & really contributes gonna move forward. Source: Equator focus group research
  • 9. Any background Very little briefing is A facilitator who knows information and what often the best way the brief and client well the objective of the to go into a session and can answer questions brainstorm is. on the spot A very clear idea what Whether the client is is the expected outcome open for anything or if of the brainstorm they want a specific feel/ look/direction. It’s useful to have research on the client, competitors, related |Key summary of market, campaigns etc. It’s also better when competitors, issues, what it asks for people to we are trying to achieve. come up with some ideas The briefing should be beforehand visual and verbal Inspiration: World’s tallest skyscraper, Arkhangelsk, Russia Source: Equator focus group research
  • 10. Source: Equator focus group research
  • 11.
  • 12. We need a new logo.
  • 13. We need a new logo. Why?
  • 14. We need a new logo.
  • 15. We need a new logo.
  • 16. A more effective We need website a new logo. Should we advertise online?
  • 17. We’re losing sales.
  • 18. We’re losing sales.
  • 19. We should create a new identity.
  • 20. We should create a new identity.
  • 21. What sort of identity best represents us?
  • 23. What’s the context? What’s the Brand What’s the challenge? Business challenge? What’s the Design challenge? How can we... ?
  • 25. 1. Explain the process 2. No evaluation 3. No censorship 4. One conversation 5. Stay focussed 6. No buts - Build or elaborate 7. Capture everything
  • 27. 1. Fat pens 2. Post-its 3. Props 4. Sweets 5. Idea catalysts 6. Location
  • 29. 1. NOT JUST EXPERTS 2. A Rigorous Recorder 3. An Inspiring Facilitator 4. No more than 7 people
  • 31. Breakout 20mins Enhance 20mins Group 20mins Open... Explore... Close... Open... Explore... Close... Open... Explore... Close...
  • 33. 1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary
  • 34. 1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary
  • 36. 1. Be idiotic 2. Be impulsive 3. Be provocative 4. Be unfaithful 5. Be a thief 6. Be a bad artist
  • 37. 1. More ideas the better 2. No critical thinking / scepticism 3. Energy 4. Optimism 5. Divergent... widest possible spread
  • 38. 1. Look for patterns and analogies 2. Themes 3. Grouping 4. Experimenting 5. Building on and enhancing
  • 41. My best ideas come When I am on my own when I am jogging mulling things over Research, making connections, general experience and interests. Sometimes, like everyone else: downright Things I’ve plagiarism. seen, read, From everywhere really: I browse online, use fashion, buildings, different search terms to technology, people. find related concepts or brands. Inspiration: TV Shows
  • 42. •Uses •Reversal •Improvements •Elimination •What if •Adaption •Smashing •Combination •Morphing •Metaphor. •Manipulation •Wildcards
  • 44. 1. Evaluate • Ideas of immediate usefulness. • Areas for further exploration. • New approaches to the problem. 2. Share & develop 3. Share the results 4. Share the ongoing development
  • 46. Prepare & Make sure everyone share brief Has read the brief
  • 47. 1. Explain the rules... 5 minutes 2. Warm-up... 20 minutes • Regroup... 5 minutes 3. Group (post-its)... 10 minutes • Regroup (vote)... 10 minutes 4. Breakout (10 ideas)... 10 minutes • Regroup & Refine (vote)... 10 minutes 5. Enhance (build on)... 10 minutes • Conclude... 5 minutes
  • 49.