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Brainstorming: Strain Your Brain for Effective Marketing Ideas
There are many different ways to conduct a brainstorming session, and
the ones that involve sitting with your employees and going over items
listed on a flip chart is among the least effective ways in which to
conduct such a task. In order to inspire and gather truly
creative ideas, there are more productive methods that can be used
which will encourage employees to generate suggestions that can add
some pizzazz to the problem-solving environment.
While you may think that asking a group of people to pool their
thoughts in an effort to generate new ideas is the best approach,
there’s one that’s better. Before launching the meeting, ask your
employees to think of ideas of their own, and then give each of them
the opportunity to introduce them during the meeting. This will
give you a number of possibilities that can be used as stepping stones
toward the final result. After everyone’s put their suggestions
on the table, then the members of the group can work together to build
on those ideas or isolate one that seems to be particularly effective.
Every now and then, people need a bit of a boost in the creativity
department. Your employees are no different, and it’s up to
managers to spur them on to more novel thought patterning. One
way this can be done is through the integration of one or more
individuals whose thinking tends to be more innovative or less
traditional than that of the others in the group. Since most
people tend to get caught in the rut of their own way of seeing things,
someone who has a different perspective on things might be just what
they need to get them moving in a different – more creative – direction.
Let’s face it, if a problem didn’t exist, there would be no need for a
brainstorming session. Therefore, something specific needs to be
addressed within the confines of this type of meeting, and the best way
to approach the means to a solution is by breaking the process down
into categories. First, you’ll need to identify the
problem. Don’t be surprised if each of your employees perceives
the problem in a different way, since no two individuals think in
exactly the same way. Next, you’ll need to encourage them to
produce some creative solutions to the problem. This will be
easier for some than for others, but the more unique thinkers will
serve as motivators for the others. Finally, you’ll need to
settle on an idea that’s most likely to bring about the solution to the
problem. You may prefer to agree on a couple of possible
solutions, and then explore them more thoroughly at another time.
Goal setting is extremely important – both for individuals and for the
progression of the project. Be sure to set short term goals, as
well as the overall long-term expectation. When employees are
given a set of well-defined short-term goals, they’re more inclined to
be productive, since they’re working within a shorter deadline, and
since they’re most likely to kick their creative juices into
overdrive. By implementing nothing more than one long-term goal,
you’re condemning your employees to a long process of waiting and,
perhaps, becoming lax, without the benefit of realizing a number of
small successes along the way – not the best fodder for creative
productivity.
It’s far too easy for people to become competitive within a group
environment – especially when the race is on to meet a particular
goal. What typically happens next is that the members of the
group begin to faction off and compete against each other. This
grade school mentality – which segregates into “cliques” – disrupts the
flow of the creative process and causes a diminished capacity to
conceptualize constructive ideas. Managers should be prepared to
foster an environment that’s conducive to collaboration. In the
collaborative mode, individuals can come together to brainstorm in a
more effective manner and strive to meet a common goal as a team.
By their very nature, most people need to see the tangible results of
their efforts. If this doesn’t become apparent at some point
after the brainstorming process, employees may become lax – or, at
least, discouraged – and stop generating new ideas. In order to
expect them to meet their goals – whether they’re short or long term –
they need ongoing incentive. One of the responsibilities of the
manager is to provide visual milestones throughout the course of the
process.
If you’re in the habit of relying on employees who are known to be
creative, you’re making a mistake. Just as anyone, at any point,
is capable of coming up with a novel idea, those who have a reputation
for creativity may hit a dry spell in their creative thinking
process. The philosophy of not putting your eggs all in one
basket certainly applies here. What you should be aiming for in
this type of environment is stability and dedication to meeting the
goals. Characteristics such as motivation and aptitude in certain
areas are the cement that will hold your team together and produce a
successful result.
Though brainstorming sessions can be quite productive, don’t limit
yourself to that and nothing more. Encourage other methods of
jump starting the creative thinking process. Remember, too, that
some individuals don’t flourish in a brainstorming environment.
Those who are uncomfortable with open participation, as well as those
who may perceive a slightly less enthusiastic reception of their idea
as rejection don’t tend to bring as much to the table as other
participants. An effective manager will find other ways in which
to encourage such individuals.
In some cases, managers will include members of a marketing firm in the
creative loop, if the problems are related to the marketing and/or
advertising end of the business. These creative professionals
have a great deal to offer to such a scenario and possess both the
training and the talent to provide unique perceptions and ideas, and
see the project to its fruition with highly successful results. A
good example of this type of firm is DivaDesignWorld of Portland,
Oregon. As a highly successful company with a growing client
list, Monique Danielle and her staff can provide the direction,
inspiration and unique ideas to resolve your marketing problems.
The bottom line is, when in doubt, call in the professionals at
DivaDesignWorld.
Need professional writers? Inquire about DivaDesignWorld's copywriting services.
About the Author: Monique Danielle owns Portland Marketing Agency, DivaDesignWorld.com,
a full service firm that offers web development, graphic design,
consulting, and a wide variety of creative services. She is also the
founder of divadirectories.com,a
free online resource designed to promote the growth and development of
women owned businesses throughout Oregon, Washington, and
the
Northwest.
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