Classic mind mapping involves 3 steps: 1) List major categories to explore ideas from a stimulus, 2) Use free associations to create more ideas, 3) Meaningfully capture unique ideas on concept cards with details on both sides such as the customer and their problem, a benefit promise to address the problem, and a potential news headline. The process defers judgement and aims to generate quality ideas through quantity by exploring stimuli and using associations to develop concepts.

1. Classic
Mind Mapping
1. Defer Judgement
2. Quantity Breeds Quality
RULES
Ideas for... Stimulus
Stimulus
Stimulus
Stimulus
Step 2:
Use Free Associations to create Ideas
Step 1:
List Major Categories to Explore or
first thoughts from Stimulus Mining
Need Ideas for...
Step 3: Capture
Meaningfully Unique
Ideas on Cards
Concept Card
Fill in all that you can - start from front side or back side
Project / Product / Service Name: ____________________________________
Suggestive of the Benefit
NEWS HEADLINE: Explain your News in 1 sentence. The first...
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The Customer & their PROBLEM
WHO is the Customer & WHAT is their Problem (complaint, frustration, wish)
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Meaningfully Unique BENEFIT PROMISE
Make a clear, specific and if possible numeric promise to address the problem.
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More details on the BACK of CARD...