2013-04-04 It makes work more fun Brainstorming is...what the clients really buy. 一Ethan Rasiel, The McKinsey Way 1.The brief 2.The people How to brainstorm? 3.The set 4.The process 5.The follow-up The cardinal rule of brainstorming is that you 步骤一： cannot do it successfully 概要The brief in a vacuum. -Ethan Rasiel, The McKinsey Way 11
2013-04-04 11 Brainstorming is ... what the clients really buy. — Ethan Rasiel, The McKinsey Way How to brainstorm? 1.The brief 2.The people 3.The set 4.The process 5.The follow-up 步骤一： 概要The brief The cardinal rule of brainstorming is that you cannot do it successfully in a vacuum. — Ethan Rasiel, The McKinsey Way
2013-04-04 MEMO Brief is everything. Before starting: -Steve Schildwachter, FCB Global 1.Prepare the fact sheet 2.Formulate the question Not"专家only” 步骤二： % 人员The people 山 Invite different people Remember: you need new ideas 12
2013-04-04 12 Before starting: 1. Prepare the fact sheet 2. Formulate the question Brief is everything. -Steve Schildwachter, FCB Global 步骤二： 人员The people Not “专家 only” Invite different people Remember: you need new ideas
2013-04-04 The IDEO experiment Present them the information Task:design a new toy (and better not just in a written form) 3 brainstorming groups: 步骤三： 道具The set Written brief No brief Went to a toy shop Which did the best? Something to write Something to eat whaf do you care about? 13
2013-04-04 13 Present them the information (and better not just in a written form) The IDEO experiment Task: design a new toy Written brief No brief Went to a toy shop 3 brainstorming groups: Which did the best? 步骤三： 道具The set Something to write Something to eat
2013-04-04 Something unusual* 2四 步骤四： 过程The process Start with a warmup 接着，宣布 ? Problem Target amount Time Rules of ideas 规则 The rules are: 1.注重数量，而非质量Go for the quantity,not quality 2.不对任何主意（点子）做积极的成消极的评断bsolute no criticism 3.头蓝风暴会上没有坏主府Neird ideas are welcome 4.在他人提出的现点之上撞立新现点Transform others'ide Yes,and. 14
2013-04-04 14 Something unusual* 步骤四： 过程The process Start with a warmup 接着，宣布 1. 注重数量，而非质量Go for the quantity, not quality 2. 不对任何主意（点子）做积极的或消极的评断Absolutely no criticism 3. 头脑风暴会上没有坏主意Weird ideas are welcome 4. 在他人提出的观点之上建立新观点Transform others’ ideas 规则 The rules are:
2013-04-04 But be strict Write whatever they say, with the rules. exactly as they say! Stuck?Use creativity aids. TH NKPA Got a stupid idea? Say it out loud. Just to get rid of it. Go with the flow! The amount reached? Time's up? 15
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