When it comes to brainstorming, especially with large teams, one of the challenges is getting the loudmouths to shut up and the quieter members to speak up. Easier said than done. It gets harder still when a team is comprised of numerous disciplines or if the organization’s muscle memory defaults to a standard approach to problem solving, i.e. ad agencies think of ads, digital agencies forget about propagation, brands focus on products instead of social content.
当进行头脑风暴, 特别是一大组人一起进行的时候, 让大嘴巴们闭上嘴让沉默者们出声音绝对是一大挑战。 说起来容易做起来难, 特别是当参与者由众多领域的人员组成或者该团队已惯于按一个标准方式来解决问题时, 这点做起来尤为艰难, 结果往往是, 在头脑风暴中, 做广告的思考着广告, 做互动的忘记了传播, 做品牌的没有考虑社会内容而一味地关注着产品。
But one effective brainstorming approach is the “shut up and write technique.” Here’s how it works. Get everyone together — art, copy, strategy, mobile, tech, UX, media, social. Brief them on what you’re trying to do, the problem you’re hoping to solve, and the questions you need answered. (See this post on “How might we?”) Then don’t let anyone talk. Make everyone shut up for 10 full minutes and write down ideas. If they can’t think of ideas have them write down questions or obstacles. You’ll be surprised what you get back. Instead of one or two or three of the “typical” ideas your teams usually generate, you’ll find suggestions that come from a wide range of perspectives.
而一个有效的头脑风暴的方式是“让嘴巴休息, 让笔动起来”技巧, 这里解释一下这个技巧是如何工作的。让所有的人坐在一起, 包括art, copy, strategy, mobile, tech, UX, media, social等。首先简要地给他们介绍一下你想要做的, 你希望解决的, 你需要得到回答的。 然而并不让任何一个人先发表意见。让所有人闭嘴10分钟, 将idea都写下来。如果他们没有什么想法就让他们将想到的问题和可能碰到的障碍写下来。你会十分惊奇于你收回来的, 有别于常规你们能产生的一两个“典型” idea, 你会得到来自相当广泛视角的提议 。
Here’s why it works. 现在来说说这个技巧为何有效。
The most assertive voices are neutralized 最武断的声音化为乌有
We all know that the loudest ideas aren’t always the best. It’s true also that ideas from the most senior people aren’t necessarily better than those from a rookie. By shutting everyone up the conversation doesn’t start with the boss or someone of rank saying, “Here’s what I think.”
我们都知道叫得最响的idea不总是最棒的, 大牛的想法也并不必然比菜鸟的来得好。让每个人都闭嘴, 头脑风暴就不会在老板或者某个高层的“这是我的想法”中开场了。
No one has to compete for the floor 不需要争夺发言权
With large groups it’s common for people to think about getting their chance or planning when to chime in. That makes it harder to listen for anyone anxious to talk and it intimidates those who aren’t good at grabbing an opening. With this approach folks know that their ideas will get heard, as everyone gets a turn.
在大团队中, 人们通常想着找到机会发言或者计划何时插嘴。这使得倾听别人变得很难, 同时也震慑住了那些不擅长抓住机会开口的人。而使用本技巧人们知道所有人的idea都会被听到, 每个人都会被轮到。
People won’t be influenced by earlier comments 不会被先前的发言所左右
“Yes but,” or “How about if you did it this way instead?” can advance the conversation but it can also put all the emphasis on one or two ideas. When everyone has a few minutes to think and focus there’s a tendency to come at it from one’s own perspective. You get a wider range of undeveloped ideas rather than a conversation that builds on one or two.
“是的, 但是”或者“你可以改成这么做”能促进对话, 但是它同时也将重点集中在了一个或者两个idea上。当所有的人都用几分钟时间去思考和关注, 每个人都从自身的视角出发, 你将得到大量未成熟的idea而不是一两个建立在对话上的idea。
Everyone feels important and equal 每个人都觉得重要和平等
The “shut up and write technique” sends a message to everyone in the room that: a. they need to generate ideas and b. their ideas matter to the project. It’s a tactic that both demands and encourages participation.
“让嘴巴休息, 让笔动起来”技巧给每个在场的人传递了一个信息: 一是他们必须要有idea, 二是他们的idea对项目很重要。这是一个要求与激励并存的战术。
It focuses people on their area of expertise 使参与者专注于各自的专业领域
This might be the best reason of all. Getting people to write down what they think will work generally gets participants to draw on their their area of expertise. Developers don’t come up with ad ideas, they come up with programs, or platforms, or technological solutions. In an organization that defaults to one kind of solution, this can be quite refreshing.
这或许是使用本技巧最好的理由了。让所有的人将他们思考的东西写下来通常会让参与者运用各自的专业领域。Developer们不去想广告创意, 他们会去思考程序或平台, 抑或是技术解决方案。这对一个墨守成规的团队来说将会是一个耳目一新的改变。
We did this today on a new business project. Two things happened. We got lots of unexpected ideas that a traditional creative team would never have generated. And we got a ton of positive feedback from all who were invited to join. Both good outcomes. Got any other brainstorming techniques you want to share?
我们今天在一个新的商业项目上运用了这个技巧, 结果发生了两件事。一是我们得到了很多意想不到的idea, 而这对于一个传统的创意团队来说是根本不可能发生的。二是我们从所有的被邀请者那里得到了好评如潮。都是好结果! 你还有其他头脑风暴的技巧要与大家分享吗?
Oh, and a huge thanks to Tim Leake, who introduced me to this technique. Thanks, Tim.
噢, 这里要超级感谢一下Tim Leake, 是他向我介绍了这个技巧。谢谢你, Tim!
Cartoon by Dave Walker