empathize

define

ideate

prototype

test

be mindful of process

to generate maximum innovative potential…in a short amount of time

to incorporate different perspectives…

build EXCITEMENT, GAIN ALIGNMENT, and TRANSFER IDEAS

why brainstorm?

Defer judgmentSeparating idea generation from idea selection strengthens both activities. For now, suspend critique, knowing that you’ll have plenty of time to evaluate the ideas after the brainstorm.

Go for quantityThe best way to get to any good idea, is to generate many ideas.

Encourage wild ideasBreakout ideas can be found right next to the absurd ones.

brainstorming rules

Build on the ideas of othersListen to and add to the flow of ideas. This will springboard your group to places no individual can reach alone.

One conversation at a timeMaintain group momentum. Save side conversations for later.

brainstorming rules

Be visualDisplay each idea on the wall with a quick, descriptive phrase or sketch.

HeadlineCapture the essence quickly and move on. Don’t stall the group by explaining the fine details of a complex idea.

brainstorming rules

HMWs are... short statements

built on a POV that launch

brainstorms

how might we …?

Sample ChallengeRedesign the ground experience at the local international airport

POVHarried mother of three, rushing through the airport only to wait hours at the gate, needs to entertain her playful children because “annoying little brats” only irritate already frustrated fellow passengers.

how to make HMWs

POVHarried mother of three, rushing through the airport only to wait hours at the gate, needs to entertain her playful children because “annoying little brats” only irritate already frustrated fellow passengers.

Break POV into pieces HMW entertain kids? HMW slow a mom down? HMW mollify delayed passengers?

Amp up the good HMW use the kids’ energy to entertain fellow passengers?

Remove the bad HMW separate the kids from fellow passengers?

Explore the opposite HMW make the wait the most exciting part of the trip?

how to make HMWs

POVHarried mother of three, rushing through the airport only to wait hours at the gate, needs to entertain her playful children because “annoying little brats” only irritate already frustrated fellow passengers.

ID unexpected resources HMW leverage the free time of fellow passengers to share the load?

Create an analogous context HMW make the airport like a spa? Like a playground?

Question an assumption: HMW entirely remove the wait time at the airport?

how to make HMWs

All the creative, wild, bad, & undeveloped ideas from your brainstorm

Tend to yield familiar results

When evaluated by how “attractive” or how “feasible” they are

idea selection is a critical step

All the creative, wild, bad, & undeveloped ideas from your brainstorm

Can be developed for feasibility

Selected instead for their potential

select + develop high potential ideas

“Most likely to succeed”

Place two votes on the ideas that you think are most likely to successfully address your “how might we”

“Most likely to delight”

Place two votes on the ideas that you think would delight the user (without regard for practical constraints)

“Most breakthrough if …”

Place two votes on the most breakthrough ideas (if a real world constraint were to be ignored)

vote using three selection criteria