The Equator Perfect 10 - Rules for brilliant brainstorming.

3. Seeing things from a
A more open minded
different angle
approach to a subject.
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
Hearing other ideas and
term issues rather
ways of thinking can spark
than short term ones. Coming up with ideas you
off routes of thought.
can develop further.

4. Source: Equator focus group research

5. When people don’t When people are too Drifting away
People not being come prepared scared to say things from the main
enthusiastic goals
Thinking of ideas on the
spot can be challenging.
If it's flat/point When people
scoring/dominated. shoot down
ideas
Brainstorming is not the Awkward, stilted process,
place for defining details where people don’t really If it's moderated badly.
talk or create ideas.
Source: Equator focus group research

7. A brief that is open to Lying on a beach in a sun
a creative and exciting lounger, pint on a small table on
solution. my left. A scribe/butler with a
white board and pen.
A good variety everybody shares the
of people. same goals and nobody
tries to dominate
Energy, well structured
and moderated. Away from a ringing phone
Needs a strong
and beeping emails.
motivational
leader.
Everyone is completely up A feeling that things are
for it & really contributes gonna move forward.
Source: Equator focus group research

8. Inspiration: Architecture

9. Any background Very little briefing is A facilitator who knows
information and what often the best way the brief and client well
the objective of the to go into a session and can answer questions
brainstorm is. on the spot
A very clear idea what
Whether the client is is the expected outcome
open for anything or if of the brainstorm
they want a specific
feel/ look/direction.
It’s useful to have
research on the client,
competitors, related
|Key summary of market,
campaigns etc.
It’s also better when competitors, issues, what
it asks for people to we are trying to achieve.
come up with some ideas
The briefing should be
beforehand
visual and verbal
Inspiration: World’s tallest skyscraper, Arkhangelsk, Russia Source: Equator focus group research

10. Source: Equator focus group research

12. We need
a new logo.

13. We need
a new logo.
Why?

14. We need
a new logo.

15. We need
a new logo.

16. A more
effective We need
website a new logo.
Should we
advertise
online?

17. We’re losing
sales.

18. We’re losing
sales.

19. We should
create a new
identity.

20. We should
create a new
identity.

21. What sort of
identity best
represents us?

22. Inspiration: Fashion photography

23. What’s the
context?
What’s the
Brand
What’s the
challenge?
Business
challenge?
What’s the Design challenge?
How can we... ?

24. Inspiration: Objects

25. 1. Explain the process
2. No evaluation
3. No censorship
4. One conversation
5. Stay focussed
6. No buts - Build or elaborate
7. Capture everything

26. Inspiration: Ideas

27. 1. Fat pens
2. Post-its
3. Props
4. Sweets
5. Idea catalysts
6. Location

28. Inspiration: People

29. 1. NOT JUST EXPERTS
2. A Rigorous Recorder
3. An Inspiring Facilitator
4. No more than 7 people

30. 6. Right time
Inspiration: Interiors

31. Breakout 20mins Enhance 20mins
Group 20mins
Open... Explore... Close... Open... Explore... Close... Open... Explore... Close...

32. Inspiration: Theatre and costumes

33. 1. Practice run
2. A game of opposites
3. Improv.
4. Pictionary

34. 1. Practice run
2. A game of opposites
3. Improv.
4. Pictionary

35. Inspiration: Chindogu

36. 1. Be idiotic
2. Be impulsive
3. Be provocative
4. Be unfaithful
5. Be a thief
6. Be a bad artist

37. 1. More ideas the better
2. No critical thinking / scepticism
3. Energy
4. Optimism
5. Divergent... widest possible spread

38. 1. Look for patterns and analogies
2. Themes
3. Grouping
4. Experimenting
5. Building on and enhancing

39. 1. Conclusions
2. Decisions
3. Actions

40. Inspiration: TV Shows

41. My best ideas come When I am on my own
when I am jogging mulling things over Research, making
connections, general
experience and interests.
Sometimes, like
everyone else:
downright Things I’ve
plagiarism. seen, read,
From everywhere really:
I browse online, use
fashion, buildings,
different search terms to
technology, people.
find related concepts or
brands.
Inspiration: TV Shows

42. •Uses •Reversal
•Improvements •Elimination
•What if •Adaption
•Smashing •Combination
•Morphing •Metaphor.
•Manipulation •Wildcards

43. Inspiration: Advertising

44. 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

45. Inspiration: Technology

46. Prepare & Make sure everyone
share brief Has read the brief

47. 1. Explain the rules... 5 minutes
2. Warm-up... 20 minutes
• Regroup... 5 minutes
3. Group (post-its)... 10 minutes
• Regroup (vote)... 10 minutes
4. Breakout (10 ideas)... 10 minutes
• Regroup & Refine (vote)... 10 minutes
5. Enhance (build on)... 10 minutes
• Conclude... 5 minutes

48. Share actions
Share output and outcomes

50. Inspiration: Movies