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Author: james-jefferson

Post on 17-Aug-2014




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The Equator Perfect 10 - Rules for brilliant brainstorming.


  • Seeing things from aA more open minded different angleapproach to a subject. It can be useful for lots of different parts of the design process. Coming up with a lot of ideas quickly.Useful to tackle long Hearing other ideas andterm issues rather ways of thinking can sparkthan short term ones. Coming up with ideas you off routes of thought. can develop further.
  • Source: Equator focus group research
  • When people dont When people are too Drifting awayPeople not being come prepared scared to say things from the mainenthusiastic goals Thinking of ideas on the spot can be challenging. If its flat/point When people scoring/dominated. shoot down ideasBrainstorming is not the Awkward, stilted process,place for defining details where people dont really If its moderated badly. talk or create ideas. Source: Equator focus group research
  • A brief that is open to Lying on a beach in a sun a creative and exciting lounger, pint on a small table on solution. my left. A scribe/butler with a white board and pen. A good variety everybody shares the of people. same goals and nobody tries to dominate Energy, well structuredand moderated. Away from a ringing phone Needs a strong and beeping emails. motivational leader. Everyone is completely up A feeling that things are for it & really contributes gonna move forward. Source: Equator focus group research
  • Inspiration: Architecture
  • Any background Very little briefing is A facilitator who knows information and what often the best way the brief and client well the objective of the to go into a session and can answer questions brainstorm is. on the spot A very clear idea what Whether the client is is the expected outcome open for anything or if of the brainstorm they want a specific feel/ look/direction. Its useful to have research on the client, competitors, related |Key summary of market, campaigns etc. Its also better when competitors, issues, what it asks for people to we are trying to achieve. come up with some ideas The briefing should be beforehand visual and verbalInspiration: Worlds tallest skyscraper, Arkhangelsk, Russia Source: Equator focus group research
  • Source: Equator focus group research
  • We needa new logo.
  • We needa new logo. Why?
  • We needa new logo.
  • We needa new logo.
  • A moreeffective We need website a new logo. Should we advertise online?
  • Were losing sales.
  • Were losing sales.
  • We shouldcreate a new identity.
  • We shouldcreate a new identity.
  • What sort of identity bestrepresents us?
  • Inspiration: Fashion photography
  • Whats the context? Whats the BrandWhats the challenge? Businesschallenge? Whats the Design challenge? How can we... ?
  • Inspiration: Objects
  • 1. Explain the process2. No evaluation3. No censorship4. One conversation5. Stay focussed6. No buts - Build or elaborate7. Capture everything
  • Inspiration: Ideas
  • 1. Fat pens2. Post-its3. Props4. Sweets5. Idea catalysts6. Location
  • Inspiration: People
  • 1. NOT JUST EXPERTS2. A Rigorous Recorder3. An Inspiring Facilitator4. No more than 7 people
  • 6. Right timeInspiration: Interiors
  • Breakout 20mins Enhance 20mins Group 20minsOpen... Explore... Close... Open... Explore... Close... Open... Explore... Close...
  • Inspiration: Theatre and costumes
  • 1. Practice run2. A game of opposites3. Improv.4. Pictionary
  • 1. Practice run2. A game of opposites3. Improv.4. Pictionary
  • Inspiration: Chindogu
  • 1. Be idiotic2. Be impulsive3. Be provocative4. Be unfaithful5. Be a thief6. Be a bad artist
  • 1. More ideas the better2. No critical thinking / scepticism3. Energy4. Optimism5. Divergent... widest possible spread
  • 1. Look for patterns and analogies2. Themes3. Grouping4. Experimenting5. Building on and enhancing
  • 1. Conclusions2. Decisions3. Actions
  • Inspiration: TV Shows
  • My best ideas come When I am on my own when I am jogging mulling things over Research, making connections, general experience and interests. Sometimes, like everyone else: downright Things Ive plagiarism. seen, read, From everywhere really: I browse online, use fashion, buildings, different search terms to technology, people. find related concepts or brands.Inspiration: TV Shows
  • Uses ReversalImprovements EliminationWhat if AdaptionSmashing CombinationMorphing Metaphor.Manipulation Wildcards
  • Inspiration: Advertising
  • 1. Evaluate Ideas of immediate usefulness. Areas for further exploration. New approaches to the problem.2. Share & develop3. Share the results4. Share the ongoing development
  • Inspiration: Technology
  • Prepare & Make sure everyoneshare brief Has read the brief
  • 1. Explain the rules... 5 minutes2. Warm-up... 20 minutes Regroup... 5 minutes3. Group (post-its)... 10 minutes Regroup (vote)... 10 minutes4. Breakout (10 ideas)... 10 minutes Regroup & Refine (vote)... 10 minutes5. Enhance (build on)... 10 minutes Conclude... 5 minutes
  • Share actionsShare output and outcomes
  • Inspiration: Movies