{"id":32645,"date":"2016-07-28T12:48:54","date_gmt":"2016-07-28T19:48:54","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=32645"},"modified":"2018-12-10T14:52:08","modified_gmt":"2018-12-10T22:52:08","slug":"great-marketing-brainstorm-warm-up","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/project-management\/great-marketing-brainstorm-warm-up.htm","title":{"rendered":"How To Run A Great Marketing Brainstorm: The Creative Warm-Up"},"content":{"rendered":"\n

What is a brainstorm?<\/h2>\n

Since the inception of the term in 1948, brainstorming has been the<\/em> most powerful tool for creative problem solving for designers and marketers. The brainstorming process has been adjusted and reworked by many, but the core principles have remained intact. <\/p>\n

The term brainstorm<\/em> elicits a vivid image of a storm of ideas in one’s mind, however the term was coined by Alex Faickney Osborn (the “O” in BBDO) to describe the technique of using the brain to “storm a creative problem and do so in commando fashion, with each stormer attacking the same objective.” I prefer this image because it describes a method that not only uses teamwork, but attacking the problem without fear.<\/p>\n

The goal of a brainstorm is to generate creative ideas and solutions through group discussion and interaction. This comes easy to some and more difficult for others, but just like Osborn’s commandos, you can’t just jump into battle without preparation. <\/p>\n

How do we prepare for a brainstorm?<\/h2>\n
For true creative brainstorming, we don’t want our commandos to prepare with research or preconceived solutions. We want to start with blank canvases. So, this preparation comes simply by getting each participant into the right creative mindset where anything and everything is a possibility. Therefore it’s crucial to have the right type of warm-up.<\/p>\n
Rules of the brainstorm<\/h2>\n
However, before we go through a good brainstorm warm-up, we need to know that we’re warming up the right things. For example, if you’re about to start the Tour de France, you better stretch your legs out before you hop on a bike. Making sure your fingers are limbered up might help, but definitely isn’t as important. Identifying the correct set of muscles you’ll need is critical. The same goes for a brainstorm.<\/p>\n
To understand how to warm up properly for a brainstorm, we must identify the muscles needed. Luckily, they’re highlighted by a set of basic rules. You might be asking yourself, “wait a second, why are there rules for a brainstorm? Won’t that kill the creativity?” Not so. The rules are more like guidelines to ensure that we create an environment where creativity can flow freely and that the focus of the brainstorm isn’t lost.<\/p>\n
IDEO<\/a> is widely regarded as the most innovative and creative-thinking company in the world. Its process for brainstorming is second to none. Here are their 7 tips for brainstorming:<\/p>\n
Defer judgment<\/li>\n
Encourage wild ideas<\/li>\n
Build on the ideas of others<\/li>\n
Stay focused on the topic<\/li>\n
One conversation at a time<\/li>\n
Be visual<\/li>\n
Go for quantity<\/li>\n<\/ul>
What do these all have in common? An atmosphere that appreciates and encourages free thought devoid of criticism that allows participants to shoot ideas from the hip as long as they’re on topic.<\/p>\n
Brainstorming success<\/h2>\n
To have a successful brainstorm, there must be:<\/p>\n
Group Trust<\/strong>
\n\tPutting yourself out there with a crazy idea is scary. This is something we’re great at as kids. A few years back, I was watching my friend’s five-year-old while he was out. On a walk, we stopped to pick some blackberries. After eating a few, I feigned a dizzy spell and proclaimed that the blackberries were turning me into a bear. I quickly reminded her that she had eaten some blackberries as well. Without hesitation, she began her transformation as well. Within minutes, we were two bears foraging for more blackberries with only grunts and growls to communicate.

Try doing this with another adult – they’ll look at you like you belong in an insane asylum. Unfortunately, we learn to quiet our creative minds down as we get older because we fear being made fun of or getting rejected. David Keley, founder of IDEO, delivers a really amazing talk about creative confidence<\/a>. Feeling safe in sharing creative thought is the cornerstone of becoming creative.<\/li>\n
No Hierarchy<\/strong>
\n\tCreativity is the property of all of us. No matter if you’re an executive or an intern, your thoughts are just as important as any other’s. (In fact, much of the time executives feel less comfortable sharing ideas because it opens them up to the possibility of being judged. Interns generally have less to lose). Also, in a great brainstorm, creativity is no longer attached to job titles. Whether you’re a creative director or a mailroom clerk, your ideas are equally valid.<\/li>\n
Encouragement<\/strong>
\nGroup trust tends to vanish if encouragement is nowhere to be found. It’s much easier to break down barriers when people feel the freedom to give words of encouragement with ideas they like. A simple “nice” or “that’s great” goes a long way. (See this in action by IDEO<\/a>).<\/li>\n
\nRespect<\/strong>
\nAlthough group thought is sparked by individual ones, whoever is sharing an idea absolutely needs to have everyone else’s full attention. If you put yourself out on a limb with a wild idea, it’s really easy to assume it’s a bad one when nobody is listening.<\/li>\n
Laughter<\/strong>
\nOkay, this one’s not a must, but I believe that if there’s no laughter, you’re not doing it right. (This does not mean laughing at someone’s idea in spiteful manner). Sometimes the best solutions for a serious problem grow out of wacky ideas. Did you know that the idea for the trackball in the first apple mouse came from roll-on antiperspirant? If that doesn’t make you giggle a little you’re a more mature person than me.<\/li>\n<\/ol>
Unfortunately, getting into this mindset is surprisingly difficult for most of us. They require those muscles that we haven’t used for so long. We’re used to programmed thinking in which criticism and logical processes lead to results. Brainstorming is the opposite. It is where we get to come up with crazy ideas that may be totally unfeasible as they are, but can spark something magnificent.<\/p>\n
Although I find the “Welcome everybody. Take a seat and quick! Give me your best ideas right now!” approach amusing, it won’t work. We need deliberate warm-up exercises that are not only fun, but really help your team to open their minds and set themselves up for the right type of creative thinking. I’d offer that the activity that best exercises lateral thinking<\/a> and a truly creative mind is improvisational theater. <\/p>\n
Warm-Up exercises<\/h2>\n
In improv, the term “yes and…” is king, and shutting down or editing another participant’s ideas leads to certain death. During an amateur improv performance, if you see one performer reject another’s idea, it’s like a needle scratching a record – very awkward. The foundation of improv is to accept a contribution from another person with an open mind and expand on that line of thinking. So, what better place to find ways to warm-up, than inside the improv studio. Here is a list of five great activities that will help spark the right kind of thinking for your brainstorm:<\/p>\n
1. BANG<\/h3>\n