Brainstorming
for fun and profit

Alexei KapterevQ: What is brainstorming
anyway?
A: I have no ideaÉ LetÕs
brainstorm this!Agenda
� What is a brainstorm?
� Why brainstorm?
� How to brainstorm?What is a brainstorm?
Brainstorms at INDEX by Jacob B¿tterHow do you get new ideas?The way to get good ideas
Ç is to get lots of ideas and
throw the bad ones away.
Ñ Linus Pauling,
Nobel Prize winnerLOTS of ideas
Frozen Brainstorm by Steve Jurvetsonbrainstorm [brejnstTÐm]
A spontaneous group discussion to
produce ideas and ways of solving
problems.
Oxford American DictionariesInvented by Alex Osborn
around 1938What did he mean?
or
Storm StormBrainstorming is ... what
Ç the clients really buy.
Ñ Ethan Rasiel,
The McKinsey WayWhy brainstorm?
Brainstorms at INDEX by Jacob B¿tterIt helps to innovate
� Gather the data
� Brainstorm
� Criticise
� ImplementIts a great way
to get new ideasIt makes work more funHow to brainstorm?
Brainstorms at INDEX by Jacob B¿tter� The brief
� The people
� The set
� The process
� The follow-upStep 1:
The briefThe cardinal rule of
Ç brainstorming is that you
cannot do it successfully
in a vacuum.
Ñ Ethan Rasiel,
The McKinsey WayBefore starting:
� Prepare the fact sheet
� Formulate the questionBrief is everything.
Ç
Ñ Steve Schildwatcher,
FCB GlobalStep 2:
The peopleNot Òjust the expertsÓInv ite different peoplePresent them
the information
(and better not just in a written form)The IDEO experiment
Task: design a new toy3 brainstorming groups:
Written brief No brief
Went to a toy
shop
Which did the best?3 brainstorming groups:
Written brief No brief
Went to a toy
shop
Of course.Step 3:
The setSomething to writeSomething to eatSomething unusual*
* You know, for the atmosphere!Step 4:
The processLetÕs stretch by Raj Taneja
Start with a warmupThe problem is never to get
Ç new ideas in, the problem
is to get the old ideas out.
Ñ Dee Hock,
Visa InternationalClean your head off ideasThe point of brainstorming
Ç
is the generation of new
ideas. So start with tabula
rasa Ñ a clean slate.
Ñ Ethan Rasiel,
The McKinsey WayThere are lots of them.Next, announce:
± �
? ·
Target amount
Problem Time Rules
of ideasThe rules are:
� Go for the quantity, not quality
� Absolutely no criticism
� Weird ideas are welcome
� Transform othersÕ ideasYes, but...
Yes, and...Avoid moderation!
Moderator by Konstantin Voshanov�
But be strict
with the rules.Write whatever they say,
exactly as they say!Got a stupid idea?
Say it out loud.
Just to get rid of it.Stuck? Use creativ ity aids.Go with the flow!± ·
The amount
TimeÕs up?
reached?Now filter the ideas.Good?
Bad?
The criteria should be
clear from the brief.And if you are lucky...WhatÕs ahead? Decide
on your next steps.Step 5:
The follow-upTell the team about the results.
This is a great opportunity to say...And... this is it.
Brainstorms at INDEX by Jacob B¿tterRecommended books:
The McKinsey Way The Art of Innovation
by Ethan M. Rasiel by Tom KelleyQuestions?
Alexei Kapterev
ak@realtimestrategy.ru
+7 (985) 764 1898