Brainstorming With Colonel Mustard
February 13, 2013
I was recently asked by a colleague to help with the format for a brainstorming exercise. The purpose of the exercise was to find new ways to reach an audience for the content our organization was developing. Both of us wanted to try something new and we really wanted the participants to start thinking outside of the so called box. What we came up with was a two part workshop that I’d like to share.
The first part was a traditional Post-it-exercise run for three different themes. First we asked the participants to list as many aspects as possible of the content we developed. They were asked to write it down on a certain color of Post-its using just one or two words. We then asked them to do the same thing on another color of Post-its but this time to list different cross sections of possible audiences; whom to reach out to. The target audiences could be sliced according to roles, geographical belonging, age or any other grouping. Finally the participants got to write down different channels for reaching out on a third color of Post-its. We got all kinds of fun suggestions; competitions, courses, lunch walks, blind dates, printed t-shirts etc.
For the second part we wanted to use an element of randomness to get the participants imagination going. Inspired by the game Clue; you know the detective game were you have a bunch of suspects, different murder weapons and a number possible crime sites. In the game, the players randomly combine a suspect with a murder weapon and a crime site by pulling one card from each pile. They then try to deduct which cards have been selected by questioning each other. Finally someone realizes that it was Coloner Mustard in the library with the candlestick.
In our workshop we now had three big piles of Post-its containing What, For Whom and Channels. We divided the participants into groups of two and asked them to randomly pick one note from each pile and try to concretize the mix of cards into an actual event. So if a group picked the cards Content A, redheads and blind dates; they then had to come up with an idea for how to sell Content A to redheaded people by arranging blind dates. The combinations that came up brought out a lot of laughter but it also generated tons of new ideas for how to market our stuff to different audiences. Surprisingly few combinations had to be completely discarded and people came up with really imaginative events from the random combinations they were dealt.
From this experience, I can really recommend trying an element of randomness when you need fresh ideas and have a problem that can be sliced in different dimensions like this.