You know that brainstorm sessions are the best way to get to a ton of ideas in very short time. But have you been running your brainstorm sessions correctly? Start the quest with a clear vision. You have to make that big, open, exciting. If your quest is small, very quickly you will run out of juice and the brainstorm session will come to an endpoint very abruptly.
So, try to make it big and get something exciting to solve.
The next step is to transfer all of the contextual information that you know about the challenge at hand. What is the brand all about? Who is the audience? What do we know around trends?
Do you understand the vertical? So, try to bring as much content and get this into a very exciting presentation for the team that will get them very fired up. So try to do a presentation that takes up about one hour for every five hours of brainstorm. If you give the team too little, there’ll be very little for them to run after. If you spend too much time creating an amazing brief, you’ll have little time to actually brainstorm.
So, the next step is to bring the right people to the sprint. I feel like anyone can be a good creative. What you want is to get very different perspectives on the subject. So you can invite people from all walks of life. What you want to find out is if they’re committed fully to the brainstorm.
So don’t let them come in for a few exercises and then leave and then come again. Ask them to stay for the whole duration of the brainstorm session with you. That’ll make them much more connected to the challenge and excited to solve the challenge you will give to them. The next point is about brainstorm exercises. It’s very important to try to attack the challenge from a lot of different angles.
So, you want your exercises to be brief and to be very single-minded. Push the teams to solve specific things and give them direct provocation. So, for instance, you might ask the team to try to solve the opposite problem. So instead of trying to sell beer, they’re trying to avoid people buying that beer. How would you do that?
It’s interesting to exercise the opposite because it might generate interesting new solutions that are totally parallel to the challenge. The next thing you have to think about is how you organize your team to work effectively within the brainstorm session. So you can put them in teams, and you can make them work one by one. Here comes the problem with time. If you give the teams a lot of time to solve the problem, usually they will get out of line and start spinning out of control.
So, I’d really dedicate about eight to 12 minutes maximum for them to go into each one of the specific exercises. This will allow them to focus and also get to the meat of the idea. The next step is to allow them to output the idea to the group in a very exciting format.
I hate when people brainstorm and bring back one-liners, something that’s typed. It’s very difficult to understand the depth of the idea that way, so I make them draw it.
People will be a little bit uncomfortable at first, saying, “Oh, I don’t know how to draw,” but allow them to draw. Draw it yourself to begin with if you need to show them that it’s OK if you just bring a stick figure.
It’s just the importance of visualizing ideas. I hope you enjoyed this video and that you apply some of these tips the next time you’re building your brainstorm session. Please follow Domestical online, and if you’re interested in learning more about how to organize and run an advertising sprint, check out my course online at Domestical.
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