The document outlines a brainstorming process used by RTC Strategy & Insights to generate ideas in a structured yet creative way. It defines brainstorming and its purpose to produce many focused ideas that explore unconventional solutions. The process involves pre-session homework, using brainstorm profiles to focus ideas around target audiences, ideation in small groups with rules to encourage uninhibited contributions, and capturing top ideas in outlines for discussion and follow-up filtering.

1. Brainstorming Process at RTC Strategy & Insights October 2011

2. Why a brainstorming “process”? Unfortunately, putting a lot of smart people in the same room doesn’t guarantee a lot of (good) ideas. Here’s why we think a process is necessary:

3. Defining “Brainstorm” Before discussing the process, we need to establish a common definition and purpose for brainstorming.

4. The Purpose of Brainstorming BRAINSTORMING: a spontaneous group discussion to produce ideas and ways of solving problems.* Give the team many focused ideas Brainstorming Should: Brainstorming Should Not: *Definition from Dictionary.com Encourage out-of-the-box thinking Solve one problem at a time Focus on the consumer’s needs Give the team a tactical plan Encourage only realistic ideas Focus on business objectives Solve every brand problem at once

5. When Brainstorming is Appropriate We should be brainstorming if we’re: PLANNING for the upcoming year. EXPLORING changes to the market or potential new target audiences. CREATING incremental opportunities for current or potential clients.

6. RTC’s Brainstorming Process Adding structure to how we brainstorm will actually make us more productive.