Classic: There’s work to be done, the team is at full capacity, time is short and a proposal has to be delivered as soon as possible. Tick-tock, tick-tock! Yes, it’s not easy, but for many of us who work in the world of marketing and communication, it’s the day to day. You sit down at your computer and ouch! That frustrating moment of ‘blank page’, mental block, when no idea comes and the pressure doesn’t help. Sound familiar? You’re not alone, we understand you and, what’s more, we’re going to help you with a practical guide to help you deal with processes that require creativity. So, take a deep breath and go for it!
How to get started: Don’t get overwhelmed
There are different techniques that help to concentrate efforts to come up with good ideas that can then be translated into a plan. It is true that some people are good at working under pressure, but some are not and can easily become overwhelmed.
As a first step, take a 3-5 minute break, make a coffee or juice, think about something else for that short time, go to a place in the office or at home where you feel comfortable. Yes, you’re done? OK, now take a pen and paper, write down everything that crosses your mind, and there will be time to polish. Remember that the whole point of brainstorming is ‘quantity over quality’. The more ideas you get, the better.
Let the game begin!
Having a written list of your own ideas will make it easier to share them with the team. Ideally, the other members should also have done something similar to discuss and categorise the ideas as a group. Remember that one concept can have different perspectives. Here are some techniques:
1. ‘How Now Wow’ Matrix
- How to” ideas and how to put them into practice: these are the most original and creative ideas, but they cannot be implemented due to various factors. It may be due to time or budgets, for example.
- Now” ideas: these are not so original, but they are easy to implement on the spot, usually because of the short time available.
- Wow” ideas or those that surprise: they are the ones that have never been thought of before and are also easy to implement. They are ‘the perfect match’.
2. The 5 W’s
For this technique to be effective, think of a general concept and then answer the questions: what, who, when, where, why. As a bonus track, add “how? This is how you steer the creative process until you arrive at an idea that can be implemented.
3. SCAMPER
We know what you are thinking. “But what are you talking about? We explain it to you. This technique was born as a way to encourage the development of imagination in teenagers. However, in the corporate sector it has become very popular as a means of enhancing the creativity of work teams when faced with common creative blocks. SCAMPER stands for seven words that mean the following:
- Substitute. What can be replaced or changed, how can it be replaced by something radically different?
- Combine: How to combine two or more parts of the process or product in the hope of achieving something new and different?
- Adapt. Think about what can be added, shaped or modified to the product to improve it. Questions could be: How to adjust the existing product? How to make the process more flexible?
- Modify. Is there a possibility to adjust the product, problem or process to obtain better results? Is there a way to optimise the process to make it more efficient?
- Propose (other use). Is it possible to apply the product or process to a different use or use it in an alternative way? What advantages could be gained by using the product in a different context or place?
- Delete. What elements could be eliminated and how could you achieve the desired results without that element? This word avoids distractions from the objective, because many times, in the creative process, one overthinks to the point that one moves in the wrong direction.
- Reverti. Would it be possible for the team to restructure or replace certain elements to achieve better results? Should the team contemplate a radical transformation of the product or process to improve its effectiveness?
By applying any of these techniques, a successful Brainstorming is assured. Do you know why? Well, because although the individual approach to concepts is important, all of them include the interaction of the work team, opening the way to views from a different perspective. This always enriches the processes and, even more so, if these processes are creative and under pressure.
It’s time to think – let’s go for it!
