Brainstorming Big Ideas on Tight Timelines
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Developed by Brent Hodgins of Mirren and Laura Maness of Havas for The Mirren New Business Conference. This presentation looks at how to get to bigger ideas for your clients and new business pitches, when time is tight. www.NewBusinessConference.com
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Brainstorming Big Ideas on Tight Timelines
- 1. 1 Mirren Live New York Rapid Ideation: Big Ideas On Tight Timelines © 2014 Mirren Business Development © 2014 Mirren Business Development To learn more about bringing this training program to your agency, contact cara.kombol@mirren.com.
- 2. 2 © 2014 Mirren Business Development Cover a small number of principles that will have the biggest impact on getting to bigger pitch ideas – more quickly OBJEC TIVE
- 3. 3 A Few Challenges With Getting to the Bigger Ideas © 2014 Mirren Business Development 1 Reflection 2 Time 3 Bandwidth 4 Insight 5 Brainstorming sessions delay responsibility
- 4. 4 © 2014 Mirren Business Development Inspiration: Mark Levy
- 5. 5 Alex Bogusky “It’s a myth that big creative ideas just happen in one big aha moment… they are a process.” © 2014 Mirren Business Development
- 6. 6 Let’s look at a few principles that will set up a more powerful brainstorming session © 2014 Mirren Business Development
- 7. 7 © 2014 Mirren Business Development Preparing for the Brainstorming Session Improving the Session Itself AGENDA
- 8. 8 © 2014 Mirren Business Development Preparing for the Brainstorming Session Improving the Session Itself AGENDA
- 9. 9 Principle One: Put an End to the Lawless Brainstorming Sessions © 2014 Mirren Business Development
- 10. 10 Set some ground rules Effective brainstorming requires some discipline And unfortunately, many agency cultures don’t always have a lot of it… © 2014 Mirren Business Development
- 11. 11 Set some ground rules: participants must agree to Arrive on time Don’t leave early In some agencies, people always arrive late, wasting the time of others… because it’s tolerated © 2014 Mirren Business Development
- 12. 12 Set some ground rules Brainstorming sessions that start late and fizzle out early are a complete waste of time Address this head on or expect mediocre ideas © 2014 Mirren Business Development
- 13. 13 Select your participants accordingly © 2014 Mirren Business Development
- 14. 14 © 2014 Mirren Business Development Preparing for the Brainstorming Session Improving the Session Itself AGENDA
- 15. 15 Principle Two: Start Brainstorming Before the Session © 2014 Mirren Business Development
- 16. 16 Start brainstorming before the session © 2014 Mirren Business Development It is almost impossible to produce groundbreaking ideas in a one hour session alone Particularly when they start late… and people leave early At least several days prior to the session, participants must actively engage in the process, if even for just a few minutes each day
- 17. 17 Two exercises you can have participants spend just a few minutes each day on… © 2014 Mirren Business Development
- 18. 18 Prep Exercise 1: Journaling © 2014 Mirren Business Development Put pen to paper and let it flow
- 19. 19 Prep Exercise 1: Journaling Removes your internal editor/ © 2014 Mirren Business Development critic Allows your thinking to flow more naturally and creatively
- 20. 20 You just don’t get the same experience from typing © 2014 Mirren Business Development
- 21. 21 Prep Exercise 1: Journaling Write for a set time (ie, 5 - 10 min’s) © 2014 Mirren Business Development Write quickly, without stopping Open up, don’t hold back Roll with the tangents Don’t worry about neatness, grammar And don’t stop
- 22. 22 Start with a good question What is an issue you’re trying to solve? Trying to uncover a consumer insight… A big creative idea… Or just a new system to make your RFPs more efficient… © 2014 Mirren Business Development
- 23. 23 © 2014 Mirren Business Development Let’s give this exercise a try… we’re going to put you to work
- 24. 24 Right now… pick a question or issue Write for 3 minutes Write quickly, © 2014 Mirren Business Development without stopping Open up, don’t hold back Roll with the tangents Don’t worry about neatness, grammar And don’t stop
- 25. 25 Prep Exercise 2: Mind Mapping © 2014 Mirren Business Development Again, start with a good question or issue
- 26. 26 © 2014 Mirren Business Development
- 27. 27 © 2014 Mirren Business DDeevveellooppmmeenntt
- 28. 28 © 2014 Mirren Business DDeevveellooppmmeenntt
- 29. 29 An example: “Why our brainstorming sessions are not as effective as they could be…” © 2014 Mirren Business Development
- 30. AGENDA Preparing for the Brainstorming Session Principle One: Set Some Ground Rules Principle Two: Start Brainstorming Before the Session Improving the Session Itself 30 © 2014 Mirren Business Development
- 31. AGENDA Preparing for the Brainstorming Session Principle One: Set Some Ground Rules Principle Two: Start Brainstorming Before the Session Improving the Session Itself 31 © 2014 Mirren Business Development
- 32. 32 And Now, The Brainstorm Session © 2014 Mirren Business Development
- 33. 33 Attendees will arrive stressed and distracted © 2014 Mirren Business Development Transition Everyone Into the Room Help them focus on the subject at hand
- 34. 34 © 2014 Mirren Business Development Transition Everyone Into the Room On a piece of paper, have each attendee write the reason down why they are distracted Hand to facilitator who returns the list at session end Proven to help attendees relax knowing they will be able to review their distractions later
- 35. 35 Brainstorming Exercises to get to Bigger Ideas © 2014 Mirren Business Development
- 36. 36 © 2014 Mirren Business Development Projective Exercises are the Key Answering a question directly never leads to an innovative answer Projective exercises separate people from their intellect (their filters) Stretch your creative thinking… come at the answer inspired from many directions Think projective photo collages, for example (cutting pic’s from magazines to represent how you feel about something)
- 37. 37 “To be truly funny or creative, you have to stop your intellect from getting in the way. It wants to filter everything.” Mike Myers © 2014 Mirren Business Development
- 38. 38 “Projective techniques make it easier to delve into participant’s less conscious, less rational, less socially-acceptable © 2014 Mirren Business Development feelings by way of indirect exercises.” Margaret Roller A basic projective exercise: the sentence completion exercise You can focus this on your client and the brainstorming objective… maybe to uncover an insight about retail banking “When I think about going to a bank, it makes me feel… it makes me hate… it makes me want…
- 39. 39 © 2014 Mirren Business Development Here’s a few good brainstorming examples There are many, these are three good examples
- 40. 40 © 2014 Mirren Business Development Exercise One: The Disruption Exercise Identify and break the “rules” of the category or brand
- 41. 41 On a white board or flip draw, sketch out a large “proverbial “ box Within the box, list those rules. Many may be myths or long-held beliefs/traditions Next, outside the box, list ideas that break / run contrary to each rule While many of the ideas may not be possible, capture the few gems that would be © 2014 Mirren Business Development Exercise One: The Disruption Exercise
- 42. 42 © 2014 Mirren Business Development Exercise Two: “The Mirren Three Year-Old Exercise” What about the product would be most important to these people before they’d be willing to buy? What would they consider before purchasing the product? Read through the following list of people, stopping at each one to write your ideas: Bob Dylan, an engineer, a 3 year old child, an ambulance worker, a single parent, a professor, a college student, a comedian, a Consumer Reports editor, George W. Bush, Donald Trump, a PR professional
- 43. 43 © 2014 Mirren Business Development Exercise Two: “The Mirren Three Year-Old Exercise” Once complete: Summarize the handful of new creative ideas that could realistically apply to the situation
- 44. Exercise Three: “The Mirren Analogy Exercise” “How is the brand like a…” Bank, 7-11, meal, family, pet, house, song, bottle of Pepto- Bismol, poem, credit card, computer, the AAA, Big Brothers? © 2014 Mirren Business Development
- 45. Exercise Three: “The Mirren Analogy Exercise” “How is the brand like a…” Bank, 7-11, meal, family, pet, house, song, bottle of Pepto- Bismol, poem, credit card, computer, the AAA, Big Brothers? Once complete: Summarize the new emotional and functional benefits these items provide that your brand could possibly provide. © 2014 Mirren Business Development
- 46. 46 Preparing for the Brainstorming Session Improving the Session Itself © 2014 Mirren Business Development Transition Everyone Into the Room Three Projective Exercises AGENDA
- 47. 47 © 2014 Mirren Business Development In Summary Creativity requires just a little discipline and process Set some ground rules Start brainstorming before the session Transition everyone into the room Projective exercises are the key
- 48. 48 What are some action steps you can take right now to improve the effectiveness of © 2014 Mirren Business Development your brainstorming sessions? Go to your books…
- 49. 49 © 2014 Mirren Business Development