Creativity In Context
SAGA OF THE RACOON
BEYOND BRAINSTORMINGSession
BA 303- B2B MARKETING
LINDELL PHILLIP CHEW
INNOVATION SESSION
Agenda
 Overview-BRIEFING
DOCUMENT
 CREATIVITY objectives
 Rules
 Activities
 Summarize
 Next steps
Overview
 Quick
overview of what this meeting is
all about


Agenda
What to expect
INNOVATION
SESSION Objectives
 Describe
the objective(s) of the
exercise:





New product or service ideas?
New feature ideas?
Feature/product naming?
Promotion ideas?
New process for doing something?
 Define
top requirements or restrictions.
INNOVATION TEAM
 A’S
& B’S NO C’S OR D’S
 DECISION MAKERS
 DRIVER
 FACILITATOR
 NO LAME DUCKS
 NO NOMINAL TITLE HOLDERS
 INSIDER V OUTSIDER
MEETING FIRST
EXPLORE…….THEN
CONFIRM
 AWAY FROM CAMPUS
 ROUND
TABLE
 AUDIO VISUAL
 TAPE RECORD
 6-8 PLAYERS & POSITIONING
 BETTER PART OF THE DAY
 EARLY IN THE MORNING
 NEVER ON MONDAY
Explore- NO Rules
 No
idea is a bad idea
 Be creative
 Take risks
 No criticism allowed
 KNOWN
ELEMENT A + KNOWN
ELEMENT B = NEW PRODUCT C
EXPLORE …Creative
Activities
KEY TRIGGERING , ROLE PLAYING , ROLE
REVERSAL & SYNECTICS
 Generate lots of ideas





Use games and exercises to “warm up” your
creative thinking
When ideas slow down, try another exercise to
generate fresh ideas
Breaking into smaller groups may be helpful
Use a computer to capture every
comment/idea (in Microsoft PowerPoint, of
course, using Meeting Minder)
DON’T SQUELCH
CREATIVITY
THOMAS EDISON
 CHRISTOPHER COLUMBUS
 HENRY FORD
 STATE HOSPITAL ON ARSENAL STREET
 NATIONAL ACADEMY OF SCIENCE
 ADMIRAL HULSEY
 JOHN HEFELY

Summarize
 Review
ideas
 NOW….BEGIN TO CONFIRM
 Vote on top candidates and consolidate
 Check requirements and restrictions
 Trim list to top 5-10 ideas
Next Steps
 Describe


Research the ideas generated?
Follow up with larger group?
 Generate

what happens next:
action items for follow-up:
Start turning ideas into reality.
MAKE RECOMMENDATIONS
TO TOP MANAGEMENT
 RUN
THE NUMBERS
 CHECK OUT THE PRODUCABILITY
 IMPLEMENT ACCORDINGLY
 CREATIVITY
IN CONTEXT A+B =C
 LPC!@umsl.edu