Get your umbrellas out its time to brainstorm! One of the most essential aspects of any marketing team is the ability to brainstorm effectively and collectively. Proterra Advertising is here to share with you some tips and tricks to bring out the best and brightest ideas so your team can shine! For more information or to get our team brainstorming for you, email Heather Harrington: Heatherh@proterraadvertising.com

1. How to Brainstorm Effectively

2. Part 1 of 3:
Follow the Guidelines
-----------------------------------

3. Guidelines
When thinking of
ideas, don’t shoot
Suspend
Judgment
anyone down.
NO negative comments or
critics!

4. Guidelines
Similar to “freewriting” or the
“wildest idea” stage, let all of
your ideas free and keep
them coming. Because no
one will reject your idea or
make a negative
comment, there’s nothing to
hold you back.
“Free Wheel”

5. Guidelines
Quantity not Quality
Quantity
Quantity
Quantity
Quantity
Quantity
Quantity

6. Guidelines
Cross Fertilize
Work off of other
people’s ideas or
other ideas of your
own.

7. Part 2 of 3:
Choose Your Method

8. Different Methods of Brainstorming
choose the one that works the best for you

9. − Ideation Process
The Ideation Process
6 Stages by James Webb Young

10. 1. Preparation
●
●
●
●
Build a team
Collect input
Do your homework
Think logically (left
brain) in this stage
2. Frustration
It happens.

11. 3. Incubation
Start thinking with the right side of your
brain (where you make associations and
connections) and both individually, and as
a team, associate new and old
information in new combinations.
After you have new idea’s, sleep on them
and have some fun.
4. Illumination
The
“AHA!”
Moment

12. 5. Evaluation
6. Elaboration
Critical decision: is
your idea
good?
Run with this idea!

13. Brainstorming Stages
6 Stages by Jim Avery

14. 1. State The Problem
Have the team leader state the problem and broadly
discuss it.
2. “How To….”
Restate the problem in as many “How to…” forms as
possible. Write everything down and display it.

15. 3. “How Many Ways…”
123...
Restate the problem in a “How many ways…” format and
everyone calls out solutions while someone writes them
down and displays them.
4. Warm Up
123...
Play any improvisational game to warm up your creative
problem solving skills.

16. 5. Brainstorm
123...
Call out for idea’s new and old.
6. The Wildest Idea
123...
Take the Wildest idea and try to make it work. (Afterwards,
take a few days off and come back to it.)

17. The War Room

18. The War Room
Definition: a room for which a
business or political strategy is formed
They key activity to this room is the systematic development of information. The
outcome of which is the brand strategy. This includes the target market, the criteria
for purchase motivation, and the unique characteristics of the brand. All distractions
are removed. This room has only one project aligned to it.
A “war room” usually has a bulletin or dry erase board, a table, chairs, project
props, computers, and any other items or furniture pertinent to working on this
project.
This room provides a safe place to brainstorm, and post all of your ideas and your idea
processes on the walls while you work.

19. Part 3 of 3:
What to Avoid and Include

20. Avoid
• Groupthink - a phenomenon that occurs in decision making groups
that seek to eliminate conflict and favor the majority
• Thinking Customers Think Like You – this is where focus groups,
surveys, and other types of secondary research come into play
• Thinking You Have a Bad Idea – the opposite can also be true,
make sure you have tested your idea before you put all your eggs in
that basket
• Thinking Your Market Stays the Same – It’s true, change is the
only constant

21. Include
• Include an Outsider – include someone who doesn’t belong to add
some diversity
• Play the Devil’s Advocate – ask tough questions and present
multiple alternatives; this can also be used to eliminate assumptions
• Look for Synergy – the furthering of one idea doesn’t have to
mean the death of another
• Write Down/Sketch Everything – if you don’t have a war
room, create a brain wall where every idea is displayed for everyone
to see

22. Brainstorming can either be a goldmine or a
huge waste of time depending on how you
approach the process. Following guidelines,
sticking to a method, and remembering what
to include and avoid will save you time,
money, and make your creative
brainstorming much more effective.

23. By Laura Barron
January (TBD) 2014