Bob Finlayson is the Futurist. Tanner Latham is the Executive Producer. They’re both storytellers, and with these conversations about Creativity and Culture, they share their ideas and what’s inspiring them.
BOB:
Hi Tanner! Excited to relaunch this regular column on creative ideation and culture with you as my new co-author. Let’s jump right in. Today we are standing on the doorstep of a new decade, and so I’ve been thinking a lot about the challenges ahead, and the new approaches and ideas we’ll all need to tackle those challenges. Naturally that leads to… brainstorming!
Many years ago, I had the good fortune to work with a fantastic creative team at Burson-Marsteller. They taught me how to conduct an effective brainstorm. But in working with various teams since then, I’ve seen many folks struggle with leading or participating in brainstorms. Yet they are such a valuable tool for ideation. I recently read The Big Book of Brainstorming Games by Mary Scannell and Mike Mulvihill, which has both an excellent review of brainstorming rules – yes there are rules! – and many, many games to inspire creative thinking.
Another brainstorming book I found useful is: Gamestorming: A Playbook for Innovators, Rulebreakers and Changemakers by Dave Gray, Sunni Brown and James Macanufo. Aside from my affinity for any book that has the word “rulebreakers” in the title, the authors share a fascinating treatise about games and how to use them to generate ideas. They also include many practical tips for applying this approach to creative challenges, as well as more than 80 games to help drive an effective brainstorm. My favorite quote from Gamestorming: “It’s easy to leave creativity to the creative types and say to yourself, ‘I’m just not a creative person.’ The fact is that in a complex, dynamic, competitive knowledge economy, it’s no longer acceptable to hold this position. If you are a knowledge worker, you must become, to some degree, creative.” Well said!
TANNER:
I agree and love the book suggestions. Can’t wait to check them out. Gamifying brainstorming makes total sense. Our minds are freer--especially during brainstorms--when we’re less focused on solving for Problem X and more focused on having fun. The creativity just seems to flow easier.
The interplay we have with other people in great brainstorms makes me pull back and think bigger about our relationships and the communities we’re a part of, especially in work environments. Lately I’ve been listening to the “Conan O’Brien Needs a Friend” podcast, which hinges on the conceit that Conan has never made a lasting relationship with any of the thousands of celebrities he’s had on his show. These more intimate podcast conversations allow him to develop real friendships. Of course it’s full of witty jokes and silly exchanges. But when you cut through the chatter, you hear real connections between him and his guests.
Recently Conan had Paul Rudd on the podcast. Conan and Paul aren’t mega stars like Leo and Brad. But they’re household names for sure. Yet, they talked about how they both always hear about celebrity dinner parties, but they’re never invited. In an aha moment they realized that if they want to be at the party, they’re going to have to throw it themselves.
I so related to this. One of the challenges I face as a small business owner who builds creative teams for campaigns is that often my team members live in other parts of the country or world. That translates to me being a staff of one. I miss all the pinging and volleying of a traditional “agency brainstorm.” Instead, like many people, I’m left brainstorm by myself. I spill out my own ideas, take a walk around the block, and see what sticks…with me.
To shake that up, I decided to throw my own party. I began scheduling “Creative Calls” with some of my closest friends and collaborators who are building their own respective empires. We each bring to the call 2 or 3 things we’re wrestling with and workshop them. These other folks aren’t necessarily doing what I’m doing—they may not even be in my industry. But I trust their judgment, sensibility and objectivity. For example, a buddy of mine is a talented singer-songwriter. He’s able to rotate my challenge around like a Rubik’s Cube. And damned if he doesn’t point his flashlight into a corner I ignored. Then we flip the conversation around, and I do the same for him.
These calls have the additional benefit of helping me to cultivate my community, which at this stage of my life has never been more important. So with this, I’m naturally developing deeper relationships with people I enjoy by staying connected.
BOB:
Brainstorming by yourself is tough; the Creative Calls are a fantastic solution. It’s all about the creative spark. In every group, team or community you need at least one person who is the fuel that gets things going, who brings people together, who creates the environment that feeds everyone’s creativity. Structured brainstorms and Creative Calls are important strategies for opening a space where creativity can happen. If that creative space is well organized with the right incentives and support, the ideas will flow. That’s the most important concept at the core of every book I read about brainstorming.
TANNER:
That’s exactly right. I wake up every morning with what feels like a million ideas. That can be exciting, but it’s also overwhelming. One of the biggest challenges we all have as creatives is harnessing our energy so we can execute on the best ideas that emerge from our brainstorms and collaborations.
Well, this was a fun chat. Looking forward to our next one!
The Authors
Bob Finlayson is a futurist, author and experienced marketing and communications professional specializing in working with technology companies. Tanner Latham is an executive producer, writer and creative studio founder who produces digital campaigns for food and tourism brands.