It’s a skill so seemingly simple that we often overlook its importance. For creative minds, brainstorming ideas might come as easy as breathing. But for the rest of us, sometimes it takes a little inspiration to get our juices flowing.
We’ve all been there—a deadline looming, our mind spinning and the coffee running low, and we just can’t put our finger on that perfect idea. As PR professionals, we constantly churn out strategic plans and counsel to reach our clients’ objectives. Whether coming up with a campaign concept, a topic for a column or inspired talking points, generating the idea(s) can often be the hardest part. Given this, I thought I’d share some tips that I’ve found useful when at your wit’s end:
1) Plan. What’s the (business) problem you’re trying to solve? When applicable, try to always first come up with the overall plan for your task. Arriving at the best answers requires asking the right questions. For example, if writing an article, first identify your audience, tone, purpose and other aspects. Having all the little things set in stone often makes it easier to come up with the more important part—the topic. Developing a solution is near impossible if you don’t first have a clear understanding of the problem.
2) Read. When I’m at a loss, sometimes it helps to take a little inspiration from others and just start reading. Industry blogs, news sites and other relevant materials can help you identify trends or play off of current topics—and can often be the key to arriving at that “aha!” moment.
3) Ask. Your colleagues are one of your best resources for effective brainstorming. Two heads are often better than one, so don’t be afraid to ask for help. And, when possible, brainstorm as a group. Thinking with multiple minds can often be much more effective than going solo, giving you a springboard off of which to bounce ideas and second and third opinions that help to guide your thoughts.
4) Think (strategically) outside the box. Don’t be afraid to let your thoughts stray a bit when brainstorming. Give yourself a time limit—say, 10 minutes—and just let your mind wander, writing down (if it helps) every thought that crosses your mind. As you think, your thoughts will begin to build on top of each other, expand and, hopefully, morph into something actionable. Once time’s up and you’ve thrown out all your thoughts, it also helps to go back and take a deeper look and try to find ways to connect them. Connecting and relating individual ideas often helps you come up with larger, better ones that can encompass multiple concepts at once.
5) Take a break. The saying “sleep on it” applies just as well to brainstorming. If you’re really struggling, often taking a few minutes away from the task at hand can give you the mental stimulation you need. Heading out for lunch, a walk around the block, or even a quick bathroom (or coffee) break can sometimes be enough to put you in the right state of mind.
No matter what your task, you can’t get anywhere without a good idea. Strategic thinking is the key to generating compelling content for any client. So, next time you’re not feeling creative, consider the above brainstorming tips to help you conjure up that winning idea.
What are your best tips for effective brainstorming?