Brainstorming

A client came to me and said he had a theme for an event, but no honoree. A theme is flat. For example, “An Evening of Inspiration and Innovation”. What do you do with that? How do make that exciting? How do you spin that to make it compelling? You begin brainstorming.

There is an important concept regarding brainstorming that I picked up in my advertising days: no idea is off the table. There could be a gem hidden in an off-handed comment that might seems totally unrelated, but don’t discount it.

So, my client thought he had very clear idea about what he wanted to accomplish before our brainstorming session. However, after our exchange of ideas, he realized that his ideas would not accomplish his goals.

Look at what is going on in the world in general and what is happening in your specific community. How does it relate to your cause? That’s how your find your message.