Rules For Effective Brainstorms

As a creative director, I'm often spouting brainstorm rules ..

. which, frankly, is a bit ironic, considering that rules are typically negative and contradicts the Rule #1 below, but let's not throw reality at the situation.

1. No neativity! Defer judgment on all ideas until the end.

2. Focus on eliminating the problem. What do we have to impact or address? What are unusual ways to fix our problem?

3. Write everything down. Put all of the ideas on flipchart pages so everyone can read them. Encourage people to re-read pages to combine earlier ideas with later ideas. I dont encourage killing trees, but fill as many flipchart pages as possible. Also, write quickly not perfectly. You can clean up later.

4. Go for quantity first. Generate as many ideas as possible. Dont self-censure, just generate.

5. Build on ideas. Make every idea better. Merge smaller ideas into one better idea.

6. Everyone participates. And, no one dominates.

7. Have fun. Welcome unusual, different, odd, strange and provocative ideas. Be crazy! Whats the point of a brainstorm if youre only generating ideas you already have or ones which are merely safe?

by: Andy Eklund

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