1. be mindful of process
empathize
test
define
ideate
prototype

2. why brainstorm?
to generate maximum
innovative potential…
in a short amount of time
to incorporate different
perspectives…
build EXCITEMENT,
GAIN ALIGNMENT,
and TRANSFER
IDEAS

3. brainstorming rules
Defer judgment
Separating idea generation from idea
selection strengthens both activities. For
now, suspend critique, knowing that you’ll
have plenty of time to evaluate the ideas
after the brainstorm.
Go for quantity
The best way to get to any good idea, is to
generate many ideas.
Encourage wild ideas
Breakout ideas can be found right next to
the absurd ones.

4. brainstorming rules
Build on the ideas of others
Listen to and add to the flow of ideas. This
will springboard your group to places no
individual can reach alone.
One conversation at a time
Maintain group momentum. Save side
conversations for later.

5. brainstorming rules
Be visual
Display each idea on the wall with a quick,
descriptive phrase or sketch.
Headline
Capture the essence quickly and move on.
Don’t stall the group by explaining the fine
details of a complex idea.

6. how might we …?
HMWs are...
short statements
built on a POV
that launch brainstorms

7. how to make HMWs
Sample Challenge
Redesign the ground experience at the local
international airport
POV
Harried mother of three, rushing through the airport only to
wait hours at the gate, needs to entertain her playful children
because “annoying little brats” only irritate already frustrated
fellow passengers.

8. how to make HMWs
POV
Harried mother of three, rushing through the airport only to wait hours at the gate, needs to
entertain her playful children because “annoying little brats” only irritate already frustrated
fellow passengers.
Break POV into pieces HMW entertain kids? HMW slow a mom
down? HMW mollify delayed passengers?
Amp up the good HMW use the kids’ energy to entertain fellow
passengers?
Remove the bad HMW separate the kids from fellow passengers?
Explore the opposite HMW make the wait the most exciting part of the
trip?

9. how to make HMWs
POV
Harried mother of three, rushing through the airport only to wait hours at the gate, needs to
entertain her playful children because “annoying little brats” only irritate already frustrated
fellow passengers.
ID unexpected resources HMW leverage the free time of fellow
passengers to share the load?
Create an analogous context HMW make the airport like a spa? Like
a playground?
Question an assumption: HMW entirely remove the wait time at the
airport?

10. idea selection is a critical step
All the creative, wild, bad, When evaluated by how
& undeveloped ideas from “attractive” or how “feasible” they
your brainstorm
are
Tend to yield familiar
results

11. select + develop high potential ideas
All the creative, wild, bad,
& undeveloped ideas from
your brainstorm
Selected instead for
their potential
Can be developed
for feasibility

12. vote using three selection criteria
“Most likely to
succeed”
Place two votes on the ideas that you think are
most likely to successfully address your “how
might we”
“Most likely to
delight”
Place two votes on the ideas that you think
would delight the user (without regard for
practical constraints)
“Most breakthrough if
…”
Place two votes on the most breakthrough
ideas (if a real world constraint were to be
ignored)