Brainstorming Is Dead and A Total Time Suck
Why Adhesive re-vamped our creative process.
Our creative sessions appear to resemble closing arguments in court rather than spitballing ideas on a whiteboard.
If we travel back 10 years ago, you’d see a swarm of scribbles on a glass board that was just an 1/8 inch off that just bothered us all but we were just too busy producing creative gold to care. We were teaming up copywriters with art directors, front-end guys with strategists, and a creative director who just would end up erasing our golden taglines. It was great, we had buy-in from the team and could see all the man-hours we put in by just seeing who had the most ink on their hands.
Then we started working with software engineers, business intelligence, and folks extremely obsessed with processes. Started with applying strum methodologies and ended up implementing a full agency approach that is constantly improving.
Brainstorming was dead.
We knew everyone had great ideas but we wasted too much time, money, energy on concepting. We all loved breakout sessions but we soon found that if we truly vetted our ideas we could compete. When we execute a sit down our true legalese comes out. Only bringing the good stuff allowed us to go to the mattress for our ideas. Seriously, it looks like we’re going through mediation for our ideas.
Now we’re exhibiting value for our ideas, team and clients. Plus, the overhead went down and the output of creative certainly got more cunning too.