We’re frequently called upon to come up with creative ideas, whether in focus groups or in workshops with clients. In these types of brainstorming sessions, we need to separate the process into two separate parts: first, generating lots of ideas, including crazy ones; and then, narrowing down those ideas based on reality. We do that, because people tend to censor themselves and don’t even mention ideas they don’t think are feasible. But one person’s wild idea might spark another person to think of a variation on the idea that could actually work!
We use a variety of techniques to get people to turn off their internal censors and come up with great ideas. I thought I knew them all, until I read “Stir It Up! Recipes for Robust Insights & Red Hot Ideas” by my fellow researcher Laurie Tema-Lyn. The book is full of great techniques. Here is one of the techniques in the book that Laurie has allowed me to share with you:
Get Fired!
Sometimes it’s really hard to get a team to be speculative and creative. Perhaps this kind of activity is very different from the way they typically work, or their industry is extremely conservative, so that lateral thinking exercises are a struggle. Here’s one that always seems to break through the resistance. It requires a little “drama” to pull off, and you, the facilitator, have to believe in your heart that you will get good results. You can use this with client or consumer teams on any task for which you are seeking ideas.
How to Do It:
“Now I want to give you permission to come up with some really novel… (solutions, or whatever you are working toward). For the next few minutes I’d like you to give me all those wild and crazy ideas that you never thought you could say out loud. They are the ‘get fired’ ideas or the notions that are ‘illegal, immoral or fattening’ (that usually gets a laugh!) The only caveat is that there has to be something in the idea that if it could be implemented, really would help (solve the problem…etc.)
Let’s get these ideas up quickly, without censoring. No one outside this room ever has to know about these ideas.”
Keep the pace up with your energy and movement. Try to get at least one ‘Get Fired’ idea from each person. If the team is reticent, model an idea just to get them started. After a few minutes, call a ‘Stop!’ and go to the next phase.
“Great, and now let’s take these ideas and see where they might lead. I’d like each of you to select any one idea that you like and write it on your own pads, even if you can’t imagine how you might implement it. Then huddle with a partner and talk through what you have, tossing ideas back and forth like ping-pong. See if you can come up with at least one idea that came from the ‘Get Fired’, that is more feasible.”
Listen in as people are talking and give them a couple of minutes to start making connections, then capture those “next generation” ideas on flip charts.
Tip: Before you leave this activity, you just might want to tear up the ‘Get Fired’ list and not put them in the final meeting notes. I’ve worked with some pharmaceutical and financial clients who were very uncomfortable if these raw notes were ever disseminated outside the room.
Notice how the exercise has two parts: first, generating wild ideas, and second, tossing ideas back and forth with a partner. That’s a great way to get a wild idea to develop into a feasible one.
Do you need to come up with creative ideas? Just give me a call at 818-752-7210 or email info at bureauwest.com.
Source: “Stir It Up! Recipes for Robust Insights & Red Hot Ideas,”Laurie Tema-Lyn, Practical Imagination Enterprises