how to conduct brainstorms, by true digital

How to conduct brainstorms

When and why brainstorm?

Programmed thinking• Analysis, research• Procedures• Detailed design

Plus• It’s fun• It’s healthy

brainstorm

Lateral thinking• Generate quantity of ideas• Build upon existing ideas• Creative leaps

..vs..

Preparation

Consider how to define the challenge clearly and interestingly• Tell (e.g. read brief) …OK • Show (e.g. video of focus-group or user-testing finding) …BETTER• Experience ( e.g. visit store, use product, re-create issue) …GREAT!

Circulate brief background info in advance

Consider invitees• Will it be stimulating or not to have ‘the boss’ present?• Consider everyone! Non-experts! Finance!

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Set-upenvironment: playful democratic energetic comfortable fun…

Tools• Coloured pens, paper, post-its, stickers, prompt cards

Refreshments• Fruit, sugar, caffeine!

Room• Set-up to encourage MOVEMENT and CLOSE CO-OPERATION

– Open space, small tables, chairs close together, use walls

Stimulus• Playful talking points: e.g. magazines, masks, gizmos, photos

Democratic atmosphere• Ensure boundaries and agendas are kept away – there is no ‘boss’ in

this session! • Consider allowing facilitator to introduce session

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Process The Set-Up should get people communicating freely.If not, use a warm-up.There are loads online. Some of our favourites:

Bring a simple object. Can you find 50 alternative uses for it?

Start with any word, go round the room, coming up with a word which is in no way associated with the prior word

Bring a brown bag of vegetables. People pick one at random. You also give them a context such as “accessory” “friend” “business” “instrument”. In detail, they have to describe a scenario of them using the vegetable in this context

announce facilitate warm-up close

Paperclip

Worddis-

association

Vegetable

Process

State:

The challenge (clearly and interestingly)

Target number of ideas

Time limit

The rules:i. Quantity not qualityii. No criticism, debate, critique “yes, but..” “yes, and..”iii. Where possible be visual diagram/stick-men/map… but quickly!iv. Weird ideas are welcome!

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Process

Capture everything, in raw form• This is a focal point for the room & reflects the energy levels• Don’t interpret, or make notes...this activates ‘programmed thinking’

Look for ways to:• BUILD “great, what other ways..?”• JUMP “let’s consider something different(ly)..”

Encourage ordered chaos• Not systematically working round the room

Encourage energy and enthusiasm (without dominating)

If needed, use these techniques…

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The facilitator’s job:

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Process

Try to achieve the opposite:– “how could we achieve the UK’s worst customer service”– “how can we ensure shoppers are never attracted by the products on the

website”

Throw in a random word / idea, to stimulate fresh thought:– Family / Skyscraper / Competition / Identity / Neighbour / Law / Sunrise /

Safety / Tea / Recession / Slippers / 1983 / Bicycle / Dinner party / Surprise..

Pose a purposefully provocative question:– “What if… we got rid of the website?”– “What if… we made it a members-only shop?”– “what if… we let customers vote on…”

Reversal


Techniques:

RandomInput

Provocation

Process

• Substitute—components, material, people– For example, using high tech materials to enhance a product, like stainless steel, carbon fibre

• Combine—mix, combine, with other products, services or technology– For example, the iPod and iTunes Music Store

• Adapt—alter, change function, use part of another element– For example, the Baygen radio that needs no batteries, due to a hand crank, from cell phones to VOIP phones

• Modify—increase or reduce in scale, change shape, modify attributes– For example, GE Aviation, from “We make jet engines” to “We’re in the propulsion business”

• Put to Another Use– For example, using baking soda as tooth paste or a deodorizer

• Eliminate—remove elements, make as simple as possible– For example, Basecamp versus SharePoint or Quick place, a Bose 3,2,1 versus a typical home theatre

• Reverse—turn inside out or upside down (similar to reversal)– Make a PDA into a remote control, a car into an entertainment centre

SCAMPER


Techniques:

Process

End when time is up / captured desired number of ideas

After session, filter ideas against original brief

Feedback to the group when possible• So people realise it is a productive process

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Resources

• Web• www.mindtools.com• http://www.scottberkun.com/essays/34-how-to-run-a-brainstorming-meeting/• http://www.slideshare.net/chrisbernard/brainstorming-278999• http://www.slideshare.net/jaygoldman/ideo-brainstormers-presentation• http://www.slideshare.net/thecroaker/brainstorming-for-fund-and-profit

• Books• Lateral Thinking Edward De Bono• Thinkertoys Michael Michalko• Lateral Thinking Skills Paul Sloane

• iPhone• Whack Pack iphone App Roger Von Oech

• Packs• Thinkpak Michael Michalko• Innovative Whack Pack Roger Von Oech

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