Setting the goal

- Brainstorming revolves around a clear problem statement … or a goal in order to provide direction. … The more you can refine your statement, … the easier it will be to understand the issues … and generate new ideas. … Unstructured brainstorming is never really a good idea. … I mean, imagine sitting down to consider a new idea. … You can't just say, okay, let's come up with some ideas. … Ideas for what, about what? … What are the goals for these ideas? … Before you ever consider starting a brainstorming session, … you need to know what your goal is. … Brainstorming should address a specific goal. … Don't try and address multiple goals in the same session. … Keep it simple. … For example, you might set a goal of improving … your customer retention rate, … or want to design a marketing campaign … to attract more Twitter followers. … Don't set goals that are too ambiguous, … as you'll have little success running an ideation session … with a goal of make the company more money. … Instead, you'd narrow it down. …