ZenStorming

Where Science Meets Muse

Posts Tagged ‘advertising’

How Not to Run a Brainstorming (And, How to Be True to Your Brand)

Posted by Plish on November 29, 2011

I was driving to a client today, and an ad for Duluth Trading Company came on the radio.  Duluth Trading prides itself on creating ingenious solutions for the working person while having a sense of humor advertising those products.  Some of those solutions include jeans that enable men to crouch without singing soprano, firehose cotton pants and shirts that fix plumber’s butt.  The latter is the focus of the below ad that spoofs a brainstorming session intent on solving the scourge of plumbers butt.  It’s an entertaining exercise in being true to your brand.

It’s also an example of how not to have a brainstorming.

What’s wrong with it?

Before you give it a listen, here are the rules I use for brainstorming sessions:

  1. Don’t judge. Every idea is equal.
  2. “Yes, and…” Build on the ideas of others (If you violate #1, this won’t happen)
  3. Encourage wild ideas (If you violate #1, this also won’t happen)
  4. Go for quantity of ideas
  5. Respect each person who’s speaking. One person speaks at a time – no interruptions. Each person is equal.
  6. Don’t just talk about ideas, sketch them up.  Articulating ideas by drawing (or building/prototyping!) helps concretize thoughts.  This also helps document the session and facilitates #2.
  7. Prepare for the brainstorming and then ideate before and after the team session.
  8. Stay on topic (the answer to “why are we brainstorming?”) but allow for #3 and if something seems too off track, invoke #2.

So give it a listen, and tell me what you think is wrong with this brainstorming:

 

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Posted in Authenticity, Creative Thinking Techniques, creativity, culture of innovation, idea generation, innovation, Nature of Creativity, Play, problem solving, Traditional Brainstorming, Workplace Creativity, ZenStorming | Tagged: , , , , , , , , , , | Leave a Comment »

 
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