The Key to Managing High-Energy Ideation Sessions
Sometimes, when we talk with clients about leading them in an all-day ideation session, they say, “Wow, that’s a long day!” But when it’s over, they say, “Wow, that flew by!” The reason behind this is that they are used to having long meetings led internally and have some expectations that they will be doing a lot of sitting and listening. Or, they are thinking they are headed into a focus group situation, where you also sit and listen. When working with us, they should fear not! We make an intentional effort to ensure there’s dynamic energy during our sessions.
Here are a few of the things that we do to ensure long meetings are full of energy.
1. Mix up the participants
Throughout the session, we make a huge effort to ensure everyone gets to collaborate with a variety of people, both from their team and from our panel of Creative Consumers® associates on the project. This means that the whole day, we are calculating ways to have the group work all-together while they share ideas and build on one another, in small groups of 3 or 4, and in pairs. Sometimes we mix up the groups for each topic or Opportunity space, and sometimes, we rotate using an activity called “line dance,” which is sort of like speed dating for ideation – everyone rotates partners a few times during one longer activity. It’s fun and it keeps the energy up.
2. Mix up the types of activities
Sure, you can run an ideation session by providing similar activities. Will it be as successful and as energetic as mixing things up? I think not. At ITG we purposely change up the types of activities. For example:
We have participants do some “alone thinking” first and then share with their partner(s)
We have the entire group shouting out stimuli, sometimes, we have the Creative Consumers® associates share something interesting and fun from their homework assignment (like a song, poem, prototype or intricate diagram) while we facilitate ways to generate ideas using the stimuli
We have people work together to generate stimuli using instructions we provide and then work together to use it for idea generation.
Changing the types of activities accomplishes a few things. (1) it allows both introverts and extroverts the opportunity to have activities that fit their style (2) it stimulates the brain in different ways, and (3) it shifts the energy throughout the day.
3. Get people up on their feet
Whenever possible, we try to include some activities that require those who are able to get up on their feet. This can happen in a number of ways, but here are a few:
Rotating around the room looking at stimuli on the walls such as charts created by the participants as part of an excursion, or pictures selected by CCs as part of their homework.
Getting up to choose some stimuli from a table including competitive product, or product from other categories brought in by CCs as stimuli.
Creating prototypes, whether that’s with real food selected by the CCs or arts and crafts stimuli supplied by ITG, working with your hands creates more energy.
Doing a “relay race” where two teams line up to fill a standing flip chart with words and phrases as directed by the Facilitator.
Acting out something related to the topic, like a routine or ritual you complete every day, or a fictitious interaction between two people, or demonstrating an exercise you do to promote well-being.
Regardless of the activity, getting out of your seat a few times during a session can really make a difference when it comes to energy.
4. Mix up the Facilitators
At ITG, we typically work in pairs. There are several reasons for that, but one of those reasons is energy management. Facilitators have to talk a lot! We give instructions, we teach techniques, we ask questions, we demonstrate how to come up with ideas and provide examples. If you, as the participant, have to listen to the same person all day long, it can get a little tired. So we play ping pong all day long to keep it fresh. (It also keeps us fresh!)
5. Bring in people from outside of the client team
Whenever possible, and that’s in 90% of our sessions, we bring in either our Creative Consumers® associates or other recruited creative participants such as HCPs or other Experts. Not only does this infuse alternate ways of thinking, it brings a different energy dynamic to the team vs. what they are used to working together day in, day out.
6. Pick the right venue
Yes, even the venue can impact energy! For every project, our team searches for a great venue. At times, the venue is selected specifically for the topic. For example, we have run ideation sessions in Indoor Golf clubs, Axe Throwing arena, Indoor fun-plexes, yoga studios, and more! But even if the venue isn’t specifically related to the topic, we look for spaces with a lot of natural light, nooks and crannies for small teams to collaborate, and interesting looking décor vs. typical soul sucking corporate conference room walls.
7. Get everyone outside
Weather permitting, we do what we can to get everyone outside. Most often, that looks like sending everyone outside for one of the excursions. For example, walking to a local small park in NYC, heading to a playground in Philly, or getting out onto the balcony of a loft we rented. At other times, it may be something more elaborate like having a s’mores cook-out on Coco Beach, or going on a hike for a health-and-wellness themed project. Either away, getting outside and infusing some fresh air into the mix really makes a difference when it comes to energy.
No matter how long a meeting is, by following these guidelines, the energy in an ITG session is sure to stay high. If you take advantage of some even some of these tips, your meetings will be more energetic, too.