Have you ever wondered how those advertising masters of the creative universe come up with those brilliantly clever ideas? I mean, come on, who was it that said, “I know what we should do…let’s dress a kid up as Darth Vader to help advertise this car.” It may have seemed farfetched at the time, but with creative courage, it was a home run.

A solid creative process is a great way to generate new ideas for just about any problem that requires a solution. Brainstorming is an oldie but goody, and if done correctly, these sessions can help your company think outside the box.

Here are a few tips we like to use:

KNOW IT ALL
The only way you can solve a problem is if you know what it is first. Make sure you have a clear objective and that everyone is properly briefed prior to the brainstorming session.

BUT WHY?
A major stimulant to creative thinking is focused questions. An inquisitive mind is the breeding ground for creativity. Unless you ask a lot of “Why?” and “What if?” questions, you won’t generate creative insights or push an idea to its full potential.

TEAM TITANS
It is very important to understand that creativity comes from everywhere. So don’t be afraid to invite your pop culture expert of an office manager, the tech geek producer or even the analytical, libertarian account manager to the table. Everyone views the world differently, and his or her experience may trigger a landslide of creative ideas. Build on each other’s ideas, redirect ideas and go with the best idea no matter who it comes from. Ahem, bosses and directors, I’m talking to you. I’ve learned that when your personal ideas are disturbed or disrupted, it helps you to see things from a fresh perspective.

Even as a creative director, I would be a fool to think that I have all the brightest ideas. And if the team is afraid to be open or even think that they have to agree with all my ideas, then I am a team of ONE. Our team helps push my thinking because we are all different, and that’s what makes us strong. Whose voice are you over-looking?

NEGATIVE NAYSAYERS WILL BE STONED.
Encourage the unconventional. Discourage negativity. Cultivate an environment where team members are fearless in their thinking. Limit the “No, that won’t work,” “That’s a bad idea” or “What are you, an idiot?!” – I’m pretty sure this type of environment will not generate many idea possibilities.

FUNNY BONE
Finally, learn to laugh. It’s ok to be silly. Studies show that laughter dissolves stress and helps you relax, think and recharge. It releases inhibitions and allows you to be more expressive and productive. Most importantly, it shifts perspective, allowing you to see situations differently. So, lighten up! There is nothing more uninspiring then a stuffy brainstorming session.

These are just a few tips on how you can spark your creative juices. Try something new; you never know where it will take you. As for our team…well, we’re still trying to figure out how to work flying ninjas and vegetarian zombies into an advertising campaign. Hey, it could happen.

Cecelia Shabazz
Creative Director