Brainstorming

A more open minded

approach to a subject.

Useful to tackle long

term issues rather

than short term ones.

Coming up with a lot

of ideas quickly.

It can be useful for lots

of different parts of the

design process.

Coming up with ideas you

can develop further.

Hearing other ideas and

ways of thinking can spark

off routes of thought.

Seeing things from a

different angle

Source: Equator focus group research

Source: Equator focus group research

People not being

enthusiastic

When people are too

scared to say things

Drifting away

from the main

goals

If it's moderated badly.

If it's flat/point

scoring/dominated.

Awkward, stilted process,

where people don’t really talk or create ideas.

When people don’t come prepared

When people

shoot down

ideas

Thinking of ideas on the

spot can be challenging.

Brainstorming is not the

place for defining details

Source: Equator focus group research

A brief that is open to

a creative and exciting

solution.

everybody shares the

same goals and nobody

tries to dominate

Energy, well structured

and moderated. Away from a ringing phone

and beeping emails. Needs a strong

motivational

leader.

Lying on a beach in a sun

lounger, pint on a small table on

my left. A scribe/butler with a

white board and pen.

Everyone is completely up

for it & really contributes

A good variety

of people.

A feeling that things are

gonna move forward.

Inspiration: Architecture

Inspiration: World’s tallest skyscraper, Arkhangelsk, Russia

Any background

information and what

the objective of the

brainstorm is.

Very little briefing is

often the best way

to go into a session

A facilitator who knows

the brief and client well

and can answer questions

on the spot

A very clear idea what

is the expected outcome

of the brainstorm

|Key summary of market,

competitors, issues, what

we are trying to achieve.

The briefing should be

visual and verbal

It’s useful to have

research on the client,

competitors, related

campaigns etc. It’s also better when

it asks for people to

come up with some ideas

beforehand

Whether the client is

open for anything or if

they want a specific

feel/ look/direction.

Source: Equator focus group research

Source: Equator focus group research

We need a new logo.

Why?

We need a new logo.

We need a new logo.

We need a new logo.

We need a new logo.

A more effective website

Should we advertise online?

We’re losing sales.

We’re losing sales.

We should create a new

identity.

We should create a new

identity.

What sort of identity best represents us?

Inspiration: Fashion photography

What’s the context?

What’s the Business challenge?

What’s the Brand

challenge?

What’s the Design challenge? How can we... ?

Inspiration: Objects

1. Explain the process 2. No evaluation 3. No censorship 4. One conversation 5. Stay focussed 6. No buts - Build or elaborate 7. Capture everything

Inspiration: Ideas

1. Fat pens 2. Post-its 3. Props 4. Sweets 5. Idea catalysts 6. Location

Inspiration: People

1. NOT JUST EXPERTS 2. A Rigorous Recorder 3. An Inspiring Facilitator 4. No more than 7 people

6. Right time

Inspiration: Interiors

Group 20mins Breakout 20mins Enhance 20mins

Open... Explore... Close... Open... Explore... Close... Open... Explore... Close...

Inspiration: Theatre and costumes

1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary

1. Practice run 2. A game of opposites 3. Improv. 4. Pictionary

Inspiration: Chindogu

1. Be idiotic 2. Be impulsive 3. Be provocative 4. Be unfaithful 5. Be a thief 6. Be a bad artist

1. More ideas the better 2. No critical thinking / scepticism 3. Energy 4. Optimism 5. Divergent... widest possible spread

1. Look for patterns and analogies 2. Themes 3. Grouping 4. Experimenting 5. Building on and enhancing

1. Conclusions 2. Decisions 3. Actions

Inspiration: TV Shows

Inspiration: TV Shows

My best ideas come when I am jogging

When I am on my own mulling things over

Things I’ve seen, read,

Research, making connections, general

experience and interests.

I browse online, use different search terms to find related concepts or

brands.

From everywhere really: fashion, buildings, technology, people.

Sometimes, like everyone else: downright plagiarism.

•Uses •Improvements •What if •Smashing •Morphing •Manipulation

•Reversal •Elimination •Adaption •Combination •Metaphor. •Wildcards

Inspiration: Advertising

1. Evaluate • Ideas of immediate usefulness. • Areas for further exploration. • New approaches to the problem.

2. Share & develop 3. Share the results 4. Share the ongoing development

Inspiration: Technology

Prepare & share brief

Make sure everyone Has read the brief

1. Explain the rules... 5 minutes 2. Warm-up... 20 minutes

• Regroup... 5 minutes 3. Group (post-its)... 10 minutes

• Regroup (vote)... 10 minutes 4. Breakout (10 ideas)... 10 minutes

• Regroup & Refine (vote)... 10 minutes 5. Enhance (build on)... 10 minutes

• Conclude... 5 minutes

Share output

Share actions and outcomes

Inspiration: Movies