Better Ideas Faster. How to Brainstorm More Effectively.

For me, there seems to be no shortage of projects. The real challenge is being able to give adequate creative brainpower to each project, resulting in a well-executed, goal-accomplishing results. With an ever-increasing volume of work flowing across my desk, being able to creatively brainstorm efficiently and effectively is vital. Coming up with better ideas faster seems like a nice little cliche but it's actually possible with effective brainstorming. Directly from the HOW Design Conference, here are the highlights from a session and my additional thoughts on the topic.

Three Steps to Effective Brainstorming

1. Identify Your Goal or the Problem You Need to Solve
   The very first step in effective brainstorming is to accurately identify your end goal or the problem you are needing to solve through your creative project. Asking questions like "What problem are we trying to solve" or "What is our end goal with this project" are super important. Starting with the right questions, will steer you towards the right answers. Once you identify your project goals, you can then begin thinking creatively outside the box, but inside your big picture goal.
   
   
2. Determine Your Brainstorming Foundation
   Now, it's time for determining the foundation upon which you will brainstorm. So that you can brainstorm as efficiently as possible, you need to answer some basic questions. These questions will vary depending upon the project, but here are some basic ones you should probably consistently ask: What are the financial constraints of this project? What action do we want people to take after reading or watching this piece? What emotions do we want people to feel? What style of photography or graphical elements would be effective? These are just a few of the foundational questions that will help you brainstorming creatively outside the box but inside your strategy.
   
   
3. Brainstorming Methods
   Once you've laid your brainstorming foundation and have set some navigational buoy, it's now time for idea generation (the fun part). When it comes to brainstorming, quantity breeds quality so encourage everyone to throw all their ideas, good and bad on that table. Asking the right ideation questions is important. Don't ask closed questions, ones that breed yes and no answers. Ask open ended questions that encourage involvement and idea generation. To jump start your thinking, here are a few methods for brainstorming.
   
   

• Word Listing - List all the words related to your project. Then choose words that you think are most interesting and that best identify your projects stated outcome. Then think of words that are opposites that would create friction. These words will help shape the emotions, color palette, style, etc of your project. It works amazing and it's lots of fun.
  
  
• Photo Inspiration - Google search or draw images that capture the inspire your creative thinking. Pay attention to photography styles, graphical elements, color, ideas, and emotion that can be communication through an image. A number of images together can inspire you towards a great idea and capture the look and feel you want a project to have.
  
  
• The "Creative Drawer" - A great way to get inspired during brainstorming is to always be on the lookout for creative projects others have done. I keep a creative drawer and bookmark folder on my computer that has lots of creative things I have run across. Bits and pieces from various great ideas out there can inspire you or help shape your project. Pull a few pieces out of your creative drawer and throw them on the table to jump start your teams thinking.
  
  
• Future Casting - For crazy creative results, remove all constraints! Start with what's impossible to pull off and begin brainstorming back to what is possible. Your likely to get some really creative, unlikely results.
  

There are many good ways to brainstorm and these are just a few of them. As a creative director, be sure to walk into your creative brainstorming meeting with a creative brainstorm plan. Know the questions you need to ask, and know how you are going to conduct your creative time so that you can come up with better ideas faster and more effectively and efficiently.