Have you ever wondered how those advertising masters of the
creative universe come up with those brilliantly clever ideas? I mean come on,
who was it that said, "I know what we should do ... let's dress a kid up
as Darth Vader to help advertise this car." It may have seemed farfetched
at the time but with creative courage - it was a home run.
A solid creative process
is a great way to generate new ideas for just about any problem that requires a
solution. Brainstorming is an oldie but goody, and if done correctly, these
sessions can help your company think outside the box.
Here are a few tips we
like to use:
KNOW IT
ALL
The only way you can
solve a problem is if you know what it is first. Make sure you have a clear
objective, and that everyone is properly briefed prior to the brainstorming
session.
BUT WHY?
A major stimulant to
creative thinking is focused questions. An inquisitive mind is the breeding
ground for creativity. Unless you ask lots of "Why?" and "What
If..." questions, you won't generate creative insights or push an idea to
its full potential.
TEAM TITANS
It is very important to understand that creativity comes from
everywhere. So don't be afraid to invite your pop-culture expert of an office
manager, the tech-geek producer or even the analytical, libertarian account
manager to the table. Everyone views the world differently, and their
experience may trigger a landslide of creative ideas. Build on each others
ideas, redirect ideas, and go with the best idea no matter who it comes from.
Ahem, bosses and directors, I'm talking to you. I've learned that when your
personal ideas are disturbed or disrupted it helps you to see things fresh.
Even as a creative
director, I would be a fool to think that I have all the brightest ideas. And
if the team is afraid to be open or even think that they have to agree with all
my ideas, then I am a team of ONE. Our team helps push my thinking because we
are all different and that's what makes us strong. Whose voice are you
over-looking?
NEGATIVE NAYSAYERS WILL
BE STONED
Encourage the unconventional. Discourage
negativity. Cultivate an environment where team members are fearless in their
thinking. Limit the "No, that won't work.", "That's a bad
idea" or "What are you an idiot!" - I'm pretty sure this type of
environment will not generate many idea possibilities.
FUNNY BONE
Finally, learn to laugh.
It's OK to be silly. Studies show that laughter dissolves stress, helps you
relax, think and recharge. It releases inhibitions and allows you to be more
expressive and productive. Most importantly it shifts perspective, allowing you
to see situations differently. So, lighten up! There is nothing more
uninspiring then a stuffy brainstorming session.
CECELIA SHABAZZ
