Don’t Brainstorm… Ideate!
When you say “Let’s brainstorm”, what you probably mean is, “Let’s generate some ideas”, or “Let’s find some solutions.”
Ideating and problem-solving are different from the spontaneous act of brainstorming.
Depending on what you want to achieve, you can start in different places and follow various steps.
The following pages show what happens when each of the creative archetypes leads the first step of the ideation process. For simplicity, each example describes the first four steps of the
ideation path.
The Stimulator Way
1st // Stimulators start with a blank sheet of paper and generate whatever thoughts and ideas spring to mind.
2nd // Spotters pinpoint the idea nuggets which they feel might contain something juicy.
3rd // Sculptors shape these initial idea nuggets into fully formed ideas.
4th // Selectors imagine the implications of each of the fully formed ideas to decide which one(s) to go with.
Great for when you are searching for more random solutions.
The Spotter Way
1st // Spotters identify a range of interesting trends.
2nd // Stimulators generate initial idea nuggets using these trends as creative springboards.
3rd // Spotters cluster the initial ideas into themes and executional platforms.
4th // Selectors decide which themes or platforms to focus on considering the overall strategic direction.
Great for when you want to leverage trends or need future-focused ideas.
The Sculptor Way
1st // Sculptors evolve existing tried and tested ideas through surprising twists and new stories or features.
2nd // Selectors review the ideas and map them out across a logical horizon plan or roadmap.
3rd // Spotters pinpoint principles from parallel brands or categories to substantiate the plan.
4th // Sculptors create a compelling story supporting the sell-in of the overall plan and the individual ideas.
Great for when you need to refresh or evolve tried and tested solutions.
The Selector Way
1st // Selectors pinpoint the brief by clarifying the strategic context and defining the problem.
2nd // Sculptors articulate the brief in a simple and creatively compelling way.
3rd // Stimulators use the brief as a creative springboard to generate initial idea nuggets.
4th // Spotters pinpoint the idea nuggets which they feel might contain something juicy.
Great for when you have a clear strategy that needs executing.
The Supporter Way
1st // Supporters step into the shoes of the consumers to understand their problems
and needs.
2nd // Spotters cluster these needs into themes.
3rd // Sculptors articulate the themes into vivid and compelling creative springboards.
4th // Stimulators hunt for stimuli and
generate ideas.
Great for when you are looking for truly consumer centric ideas.