Nevertheless, as usual, it's summer and we're already off and running with most of our clients on strategic planning for 2011. Objectives are reviewed, strategies honed, brainstorms scheduled. Despite the weirdness of the schedule, it's always an exciting and busy time!
I've been to a lot of these meetings, and you might be surprised at how much they differ from client to client, brand to brand. I think the format makes a big difference.
At Intouch, we like to gather the broader team beforehand and bring some ideas that day. To get our teams' brainstorm juices flowing, we shared the below brainstorming tips. Hat tip to VP Creative, Greg Kirsch, for sharing these ideas from a session he gives on creativity:
Six Tips for Better Brainstorms
1. Defer Judgment. There are no bad ideas. Negativity kills creativity and saying “we tried that once” or “that’ll never work” inhibits free thinking. People will be more hesitant to throw out outlandish ideas (which could lead to something more realistic) if they think they might look stupid - especially in front of a large room full of clients and agency partners. There will be plenty of time to evaluate later.
2. Try warming everyone up with something called “Whatiffing”. It’s like stretching before you run. Start the session by saying “Before we get into the real session let’s take 5 min and brainstorm on something totally ridiculous—for example what if we saw through our thumbs (once I did this and someone said ‘instead of wearing ‘contacts’ we’d wear thumbtacks’)—or “what if men could have babies” etc. . . “ It’s fun, get’s everyone in a good mood, and sets the tone for the rest of the meeting. When you’re ready for the real brainstorm, people are already thinking creatively.
3. Quantity is key. You’re looking for a lot of ideas. The more the better. Even if it’s crazy, it may spark an idea in someone else . . . so encourage quantity. Again, we can weed them out later.
4. Tag on. It’s ok to tag onto someone else’s idea. It’s not your idea or my idea . . .it’s the group’s idea. That’s what makes it work. Encourage people to jam ideas together. Ask “what else could we do to build upon Jill’s idea?”
5. Move around. Take the chairs out of the room. Give people balls or toys to play with. One study showed people come up with 500% more ideas when they are stimulated with toys, and other objects, as opposed to control groups that only sat in a room around a table.
6. Have fun. If nothing kills creativity faster than negativity, the opposite is also true. Nothing enhances creativity like fun, laughter and joy. That’s why kids are so creative. They’re not worrying about being judged or looking silly. They’re just having fun.
I'm also a big fan of using sticky notes to write down, post, and move around individual ideas (for example, for prioritization or elmination later). I've also seen small "dot" stickers used for people to rank or vote on the best ideas when they're up on the wall. Both work well and get people up and moving around. The best ideas always rise to the top.
Working with Agencies
Finally, I wanted to revive a post from last year about working with your agencies on planning. In case you missed it, click the link for some tips for that, just in time for 2011 planning. And to these I would add:
- There is no FDA crystal ball. Don't let the uncertainties around FDA's guidance on internet/social media stifle your creativity. We won't be able to predict the future - so just plan what you feel will have the most impact on your business.
- Think "integration." Really. I challenge you to step up and be the champion of breaking down silos, fostering a collaborative, positive approach across agencies and functions.
I hope you all find these helpful. What are your suggestions - what's worked / what hasn't? I'm always interested to hear from others. Until next time - happy planning season!
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