When developing new strategies or products, coming up with
unique ideas is often a struggle. It is one of the reasons
why, in any industry, there is so much repetition. One way
to generate new ideas and "get the creative juices flowing"
is by brainstorming using props. There are several ways to
incorporate props into a session. Two of my favorites are
the Wall Street Journal (WSJ) and goodie bags.
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What is Brainstorming?
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According to dictionary.com, brainstorming is:
1) A method of shared problem solving in which all members
of a group spontaneously contribute ideas or
2) A similar process undertaken by a person to solve a
problem by rapidly generating a variety of possible
solutions.
In action, brainstorming should be uncensored - no idea is
dumb or impossible. In an organization, throw titles out the
window. The janitor's ideas have the same validity as the
CEO's. When brainstorming, try to pretend you know nothing
about what can and cannot be done. Write down ideas as they
come up, no matter how outlandish. The task at hand is to
free-associate, generating as many ideas as possible.
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Brainstorming with "Goodie Bags"
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There's nothing more boring than a sterile conference room.
Yet, this is where many group sessions take place. To liven
the atmosphere, you need a springboard...stimuli to get the
ideas flowing.
One way to provide stimuli is to gather miscellaneous items
into "goodie bags" and have group members sort through them,
writing down ideas as they come up. When I worked as the
seasonal Marketing Manager for Nestle's Sunmark Division, I
used this technique to hold a very productive Easter
brainstorm session. I filled the bags with small items I
thought may stimulate ideas because of their texture, taste,
appearance, ingredients, sound, or smell.
In the meeting, I divided the team into sub-groups of three
to four people and gave each a bag. After going through the
bags, discussing, and writing down ideas, each group gave a
small presentation. We came out of the meeting with many
more great ideas than we could implement that year - and it
was fun!
Goodie bags can also be used to generate ideas for new
online product and services as well as for new marketing
strategies.
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Brainstorming with The WSJ
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If you do not have a group to work with, try using a
business newspaper as a springboard for generating ideas.
The Wall Street Journal (Both WSJ Online and the offline
newspaper.) is great for brainstorming for several reasons:
- It always contains articles about several industries (Good
for coming up with ways to apply new approaches to your own
industry.).
- The paper has a regular e-commerce section.
- There is a daily marketing section.
- The editors include a mix of short articles (Good for
generating ideas based on what others are doing.) and in-
depth reports (Good for ideas that grow from trends.).
- All the articles relate in some way to business, but are
not strictly news reporting. There are human interest and
analytical pieces as well.
Additionally, The Wall Street Journal has done an excellent
job of integrating the Internet into a traditional business
model. Besides offering both online and offline newspaper
versions, there are several email alert services. Because
they have successfully integrated online marketing into
their own business, WSJ writers and editors are able to
intelligently address both online and offline activities.
OK, let us do some quick exercises using The Wall Street
Journal. I have both an online subscription (with access to
30-day archives) and a print newspaper subscription, so I
will skim some articles...
Here's one (9/17/02, newspaper front page and WSJ online)
- WorldCom Lawyers are advertising in the white pages.
What about your company?...advertising in white pages...give
your products their own phone numbers...advertise the
numbers elsewhere...personalities for your
brands/services...mascots...root beer...separate sites for
each...etc.
Remember, do not censor - just play one idea off another
and write down everything that comes to mind. It doesn't
matter if it is sensible or even relevant - just make sure
you write down enough clues so later you know what you were
thinking.
Here's another one (9/16/02 newspaper front page) - Snoop
Doggy Dog is reinventing himself.
It seems he has a new sound, new album, etc., etc. I also
think I remember he has done some acting in the past. In
order to keep the "Snoop Doggy Dog" brand fresh, he expands
into other categories. But notice he is still in the
"entertainment" industry - not venturing into industries
that are not a fit with his image. You can use this approach
as a springboard for your own business. Think of ways to
expand into other categories - to reinvent - while staying
in your same general area of expertise.
Here's a third (9/23/02 WSJ online special report):
According to a Harris Interactive Poll, more Americans want
to live in California than any other state.
For the first time in five years, Florida is not #1.
Hmmm...a changing American mind set? The springboard here is
to think of ways to apply this "California Dreamin'" to your
strategies and/or products.
More potential springboards from the 9/23/02 Website
homepage: Salomon Smith Barney gets fined $5 million for
issuing misleading research...Pepsi's looking at healthy
snacks...customers distrust e-commerce sites...you get the
idea.
Whether brainstorming alone or in a group, remember two
rules - 1) no censoring and 2) use props as springboards for
new ideas. Do this and your brainstorming session is sure to
be a success.
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Resource
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The Wall Street Journal (WSJ) at times offers subscription
discounts. Check for current offers at:
hereCopyright 2002 Bobette Kyle. All rights reserved.
About the Author
Bobette Kyle is author of the marketing plan guide "How Much for Just the Spider? Strategic Web Site Marketing". Table of contents and excerpt here:
http://WebSiteMarketingPlan.com/BookExcerpt.htm