Two Is Better Than One
Creative problem solving is the mental process of creating a solution to a problem (thanks Wikipedia). This is a valuable skill to possess in the marketing industry. The entire creative problem solving process requires a great deal of work, but I’d like to focus on one aspect of the process that is vital to every position within our marketing world: brainstorming.
Brainstorming can be defined as a “group creativity technique designed to generate a large number of ideas for the solution of a problem.” In 1953, Alex Faickney Osborn popularized this method in his book called Applied Imagination. In one study conducted by Osborn, a group using his brainstorming techniques produced 44% more worthwhile ideas than individuals thinking up suggestions without the benefit of group discussion.
There were four basic guidelines put in place by Osborn in order for groups to achieve the greatest results.
1) “Criticism is ruled out. Adverse judgment of ideas must be withheld until later. The purpose of the brainstorming session is the generation of many, varied and unusual options.”
2) “Freewheeling is welcomed. The wilder the idea, the better; it is easier to tame down than to think up. Since criticism is temporarily ruled out, it’s acceptable and desired that really wild and unusual ideas are shared.”
3) “Quantity is wanted. The greater number of ideas, the greater the likelihood of useful ideas.”
4) “Combination and improvement are sought. In addition to contributing ideas of their own, participants should suggest how the ideas of others can be turned into better ideas; or how two or more ideas can be joined into still another idea.”
Past studies have shown that when these guidelines are followed, group brainstorming sessions can produce anywhere from 30% all the way up to 60% more worthwhile ideas than individual thinking sessions. The great thing about brainstorming is that it affects every position within Fat Atom Marketing. Whether there is an IT problem, a programming crisis, a new campaign that needs to be created, an ad that needs designed or a website that needs developed, our best work comes from our team’s ability to work within the brainstorming guidelines and produce deliverables our clients couldn’t find anywhere else.
So T Swift, I guess you were right. Two is definitely better than one.