Developing truly unique concepts is a struggle, which is why there are often many “copycats” within an industry. Our new business ideas, products and services are often based on existing products and services, producing only incrementally different results. Getting out of the existing framework to see opportunities in a new light is the key.
What is brainstorming?
According to Wikipedia “Brainstorming is a group creativity technique that was designed to generate a large number of ideas for the solution of a problem.” Business brainstorming should not be censored. No idea is foolish or impossible, and each person’s contribution is equally valuable. The postman’s ideas are just as valuable as the president’s.
To break out of the existing commercial or industrial framework, participants must “wipe” their memories and pretend they know nothing about what is (or isn’t) possible. Give every idea equal consideration, no matter how outlandish. The task at hand when brainstorming truly unique business ideas is to freely associate, brainstorming as many ideas as possible.
Brainstorming through the five senses
There is nothing more boring than a sterile conference room. However, this is where many new idea/business concept development sessions take place, in a room with four blank walls and no stimuli (far from the best atmosphere for generating new ideas). Brainstorming sessions need “springboards” to get creativity flowing.
One technique to break through and generate innovative business, product or service ideas is to engage all the external senses. Try filling colorful gift bags with small items of different textures, tastes, appearances, ingredients, sounds, and smells. In the brainstorming session, break into small groups of three or four people and give each group a bag. Have each group sort the bag, imagining how sensory aspects could be incorporated into a new product or other new idea. After about 20 minutes of rummaging through the bags, discussing, and writing down ideas, allow each group to present their ideas. You’ll come up with far more great ideas than you can execute on.
Brainstorm Through Trends
Another approach to generating business ideas is to study trends. Commercial and general interest publications; The Internet; and specialized magazines can be effective tools for generating ideas for several reasons:
– General publications contain articles on various industries, and society in general, which is good for generating new ideas that can be applied to your own industry.
– Trade publications often include a mix of short articles (good for generating ideas based on what others outside your industry are doing) and detailed reports (good for developing new product concepts based on trends).
– Internet reflects trends in real time. Social bookmarking sites and blog directories (such as del.icio.us and Technorati) track and report on the hottest topics. Wordtracker monitors online searches and reports the top 100 daily.
– By flipping through a variety of business-related articles (news articles, features, human interest, and analytical pieces), you broaden your idea base, resulting in more new product ideas.
No matter what your brainstorming techniques are, remember two rules:
1) uncensored and
2) use your senses and current trends as springboards for new ideas. Do this and your brainstorming sessions are sure to be a success.