Brainstorming is a group process to generate many ideas for solving a problem. The process involves: 1) Defining the problem in advance. 2) Holding brainstorming sessions to collect ideas without judging them. 3) Evaluating and filtering the ideas after brainstorming. The key rules for brainstorming are to withhold judgment, encourage wild ideas, focus on quantity over quality, and build on others' ideas. Diverse team members contribute to successful brainstorming. The goal is to suggest many ideas that may stimulate solutions in others. Preparation includes collecting inspiration from anywhere to bring new ideas to sessions.

1. Learning Session: Brainstorming 101 14 th January 2009

2. What is a BRAINSTORM?

3. Brainstorming is a group activity designed to generate a large number of ideas for the solution to a problem (by gathering and building on all spontaneous ideas had by everyone present)

4. What is the PROCESS?

5. Team Leader prepares a brief define the problem sent to brainstorm team in advance Brainstorm Session 1 scribe takes notes and distributes to team following the session Brainstorm Session 2 More ideas Idea evaluation & filtering The Process

6. The RULES

7. THERE AREN’T ANY…

8. ...but there are guidelines…

9. Withhold your judgment of ideas Encourage wild and exaggerated ideas Quantity counts at this stage, not quality Build on the ideas put forward by others Every person and every idea has equal worth The Guidelines

10. NOTE: All ideas/ thoughts/ inspirations should be recorded however "irrelevant" or "silly" they seem to be (one dedicated scribe who takes notes and mails everyone afterwards – or someone writing on a white board that everyone can see). Your initial idea may not work but it may spark off a valid idea in someone else.

11. Isn’t brainstorming just for CREATIVES?

12. Brainstorm team should consist of a variety of people Different skills Different personalities Familiar and unfamiliar with client / brand / project and Maximum of 7-8 people Absolutely not!

13. What’s my ROLE?

14. To suggest ideas which will work as solutions To suggest ideas/ thoughts/ references which will stimulate solutions in others But most importantly: to SPEAK UP! No matter how stupid your idea or thought seems What’s my role in a brainstorm?

15. There are no limits! Think big! Execution solutions come later.

16. How do I PREPARE?

17. Keep a record of cool designs, ad campaigns, ideas, jokes your granny told you… ANYTHING that you think rocks. Not that the idea is to rehash an old idea – but inspiration can come from anywhere .

18. Some basic things to remember when brainstorming... Be clear of the objective for the session: i.e. we’re trying to come up with the best solution and most creative one – not necessarily the easiest of one that we know we can do. Live the project: set another date – not too far off – for report back, put pressure on each person to have at least one new cool idea to report back on (creates a sense of “living” the projects – always on our minds when we’re consuming media or surfing the net or running on the treadmill etc

19. Let’s give this “ brainstorming ” thing a try, shall we?

20. Thank you for your time.