Here’s the remaining half of yesterday’s post. Click here for Part 1.
6. Talk to someone who will use the idea.
My ultimate creative fiasco was the brainstorm where we came up with ideas for a new diabetes drug, then tried to sell the ideas to the client without talking with a diabetic. Our ideas were wholly off the mark. For solo brainstormers, find someone who will “use” the idea to brainstorm other ideas. I also find that it’s easier to sell the idea to my “client” because I’ve had more confidence that the target audience would participate and engage in these ideas. Another lesson from this trick: don’t we often think the only people we can talk to are inside the company? With due respect to confidentiality and intellectual property, sometimes it’s actually better to find someone else not associated with your problem or issue to brainstorm new ideas.
7. Ask a celebrity for help.
Again, focusing on the end-user is paramount to creating the right idea. Sometimes part of the fun is imagining the target audience as a real, historical or fictional celebrity. When brainstorming ideas to position a mid-priced car, I wondered how I might sell the car to Homer Simpson. When brainstorming ideas to launch a new line of cosmetics, I chose Kylie Minogue. When looking at ways of increasing patronage of an airline flight lounge for first-class travellers, I thought of Condoleezza Rice. For a premium liquor, James Bond. For sore throat lozenges, Whitney Houston. The additional attributes of any celebrity from any area of popular culture or news gives you ample elements to brainstorm.
Metaphors are phrases or figures of speech which compare two things, such as “All the world’s a stage.” Metaphors are helpful because they suggest how one problem may be like another existing problem, and therefore, the new problem may be a possible solution to the original problem. Think of 4-5 different metaphors or analogies which mirror or mimic the original problem or need. Write them on a page. Using one metaphor at a time, think how the ‘new’ solution might be applicable to your current problem. Another way to use this tip is to transfer the problem you have in your specific industry or category to an entirely different situation or to an entirely different occupation. When I was looking for an early-warning device for a particular company in the chemical industry, I switched the chemical industry for the agricultural industry. What does the agricultural industry use as early-warning devices? Or, I changed the chemist to a different occupation: what early-warning devices does an airline pilot use? A fireman? A policeman? A beautician?
9. Borrow and steal.
This tip is either cheating or a form of flattery. Over the years, whenever I saw an idea that I thought was creative, unusual, eye-catching or interesting for some unknown reason, I put it in an idea folder that I (still) keep at my desk. Whenever I need a bit of creative stimulation, I simply pull out the file and shuffle through it, looking at ‘other’ ideas and wondering if I could borrow and steal one for my current project. Of course you don’t want to simply transfer one idea to another project. But applying an idea from an unrelated industry or situation to your current environment often creates a wholly new idea … or at the very least, a new twist on an old ― and successful! ― idea.
10. Put it aside. Even better, sleep on it.
A friend said this tip sounded like lazy procrastination – and she’s right! Sometimes we simply need to let our brain rest by putting the idea away for the night, or simply move on to another project for a good amount of time. The good news is that you may stop and work on another project, but your brain continues to work on the problem well after you’re moved on to another task. In fact, you never know when your brain will suddenly come up with an unusual or shockingly brilliant idea. That’s what happens when an idea pops into your head when you’re driving, taking a shower, riding public transportation to work. Happily your brain never turns off so make sure you’re prepared. Keep a pen and small pad of paper with you ― by your nightstand, in your briefcase, near the television. Research has often suggested that this type of ‘unconscious brainstorming’ is more productive because your brain is thinking well beyond the scope you allow yourself when sitting at your desk.
In conclusion, don’t limit yourself to relying upon others to generate your ideas. New research from the University of Amsterdam suggests that solo creativity may actually produce better results than a group brainstorm. Some people focus more when working alone, they feel they have less distractions from other people, and that there’s generally a stronger sense of satisfaction when the ideas finally emerge. Perhaps we need to rethink the adage that “Two heads are better than one,,” because in reality, one brain – our own – is all we need to be creative.
P.S. Perhaps it’s obvious, but all of these tips are useful for group brainstorm activities (especially ice-breakers) as they are for individual ideation.
