A more open minded

approach to a subject.

Seeing things from a

different angle
It can be useful for lots
of different parts of the
design process.

Coming up with a lot

of ideas quickly.
Useful to tackle long
term issues rather
than short term ones.

Hearing other ideas and

ways of thinking can spark
off routes of thought.

Coming up with ideas you

can develop further.

Source: Equator focus group research

People not being

enthusiastic

When people dont

come prepared

When people are too

scared to say things

Drifting away
from the main
goals

Thinking of ideas on the

spot can be challenging.

If it's flat/point
scoring/dominated.

Brainstorming is not the

place for defining details

Awkward, stilted process,

where people dont really
talk or create ideas.

When people
shoot down
ideas

If it's moderated badly.

Source: Equator focus group research

A brief that is open to

a creative and exciting
solution.

Lying on a beach in a sun

lounger, pint on a small table on
my left. A scribe/butler with a
white board and pen.

everybody shares the

same goals and nobody
tries to dominate

A good variety
of people.

Energy, well structured

and moderated.

Everyone is completely up
for it & really contributes

Away from a ringing phone

and beeping emails.

Needs a strong
motivational
leader.

A feeling that things are

gonna move forward.

Source: Equator focus group research

Inspiration: Architecture

Any background
information and what
the objective of the
brainstorm is.

Whether the client is

open for anything or if
they want a specific
feel/ look/direction.

Its also better when

it asks for people to
come up with some ideas
beforehand

Very little briefing is

often the best way
to go into a session

A facilitator who knows

the brief and client well
and can answer questions
on the spot

A very clear idea what

is the expected outcome
of the brainstorm
Its useful to have
research on the client,
competitors, related
campaigns etc.

Inspiration: Worlds tallest skyscraper, Arkhangelsk, Russia

|Key summary of market,

competitors, issues, what
we are trying to achieve.

The briefing should be

visual and verbal

Source: Equator focus group research

Source: Equator focus group research

We need
a new logo.

We need
a new logo.

Why?

We need
a new logo.

We need
a new logo.

A more
effective
website
Should we
advertise
online?

We need
a new logo.

Were losing
sales.

Were losing
sales.

We should
create a new
identity.

We should
create a new
identity.

What sort of
identity best
represents us?

Inspiration: Fashion photography

Whats the
context?

Whats the
Business
challenge?

Whats the
Brand
challenge?
Whats the Design challenge?
How can we... ?

Inspiration: Objects

1.
2.
3.
4.
5.
6.
7.

Explain the process

No evaluation
No censorship
One conversation
Stay focussed
No buts - Build or elaborate
Capture everything

Inspiration: Ideas

1.
2.
3.
4.
5.
6.

Fat pens
Post-its
Props
Sweets
Idea catalysts
Location

Inspiration: People

1.
2.
3.
4.

NOT JUST EXPERTS

A Rigorous Recorder
An Inspiring Facilitator
No more than 7 people

6. Right time
Inspiration: Interiors

Group 20mins

Open... Explore... Close...

Breakout 20mins

Enhance 20mins

Open... Explore... Close...

Open... Explore... Close...

Inspiration: Theatre and costumes

1.
2.
3.
4.

Practice run
A game of opposites
Improv.
Pictionary

1.
2.
3.
4.

Practice run
A game of opposites
Improv.
Pictionary

Inspiration: Chindogu

1.
2.
3.
4.
5.
6.

Be
Be
Be
Be
Be
Be

idiotic
impulsive
provocative
unfaithful
a thief
a bad artist

1.
2.
3.
4.
5.

More ideas the better

No critical thinking / scepticism
Energy
Optimism
Divergent... widest possible spread

1.
2.
3.
4.
5.

Look for patterns and analogies

Themes
Grouping
Experimenting
Building on and enhancing

1. Conclusions
2. Decisions
3. Actions

Inspiration: TV Shows

My best ideas come

when I am jogging

When I am on my own
mulling things over

Sometimes, like
everyone else:
downright
plagiarism.

Things Ive
seen, read,

From everywhere really:

fashion, buildings,
technology, people.

Inspiration: TV Shows

Research, making
connections, general
experience and interests.

I browse online, use

different search terms to
find related concepts or
brands.

Uses
Improvements
What if
Smashing
Morphing
Manipulation

Reversal
Elimination
Adaption
Combination
Metaphor.
Wildcards

Inspiration: Advertising

1.

Evaluate
Ideas of immediate usefulness.
Areas for further exploration.
New approaches to the problem.
2. Share & develop
3. Share the results
4. Share the ongoing development

Inspiration: Technology

Prepare &
share brief

Make sure everyone

Has read the brief

1.
2.
3.
4.
5.

Explain the rules...

5 minutes
Warm-up...
20 minutes

Regroup...
5 minutes
Group (post-its)...
10 minutes

Regroup (vote)...
10 minutes
Breakout (10 ideas)...
10 minutes

Regroup & Refine (vote)... 10 minutes

Enhance (build on)...
10 minutes

Conclude...
5 minutes

Share output

Share actions
and outcomes

Inspiration: Movies