Companies have one ultimate ambition: to surprise and connect with their audiences. But how do you come up with something truly unexpected, time after time? The familiar answer is another brainstorm. Unfortunately, holding one does not guarantee success. You can, however, improve the odds. Here is how.
People have written whole books about developing ideas. For communications professionals like me, it is part of everyday work. Yet cynicism persists: “Brainstorms are all very well, but nothing ever happens afterwards.” Sadly, that sometimes proves true. In my view, turning ideas into a concrete plan determines whether a session succeeds. Too often, an inspiring meeting is followed by a return to business as usual. Or, after hours together, people leave without a genuinely new idea or plan. A missed opportunity and a waste of time.
The idea machine
Creative thinking comes naturally to communications professionals. We regularly meet colleagues and clients to develop ideas that improve a plan. Businesses may also need help giving a magazine or website fresh energy, or ensuring visitors and journalists choose their exhibition stand over a competitor’s. A professionally guided brainstorm can help. Encouraging creativity can reveal talents people did not know they had. But a company must be willing and able to think creatively. Fortunately, many techniques and methods can support that.
Make it concrete and give the idea wings
A brainstorm requires the group to think broadly and differently. Perhaps even more important is ending the session by turning the results into a developed concept or clear direction.
Handled well, brainstorming produces useful ideas. Getting stuck in familiar patterns harms both reputation and motivation. Do you want satisfied clients and engaged colleagues? Do you want to build a brand rather than simply launch a product? Do you want to keep surprising your audiences? Then a brainstorm could be for you. Let’s work those brains!
More news ›