From the course: Ideation for Marketers
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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…
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