Ideation is an art not a science.  However a little science in your art produces better ideas faster and cheaper than just “brain storming”.  Sorry brainstormers but it takes too long and its too loosey goosey.  Here’s how we do it. . .

Ideation Process for SMT John Rector - New Page
Figure 1 – This sub-process starts with the Assessment and ends with an approved marketing plan ready to be prepped.

We always start with an assessment.  This may last months, weeks, days or even hours depending on the budget.  The completion criteria is that the team (however large or small) has situational awareness on all things relevant.  If the team is too diverse in it’s thinking we require signoffs.

Keep in mind (no pun intended) that ideation is just one cog in the wheel.  This wheel is constantly spinning and morphing to make things even easier 🙂 See Figure 2.

Process_ Campaign_ High Level
Figure 2 – The Digital Media Campaign Process for Mind Media Group, LLC

After the team is situationally aware we start to collect data on our client.  Their digital assets, their target market(s), their relevant business processes and their internal resources (human and systems).

The round table is where the “talent pool” creates the magic.  The “talent pool” may be a subset or the entire team.  Their completion criteria is an “approved” idea with a conceptual execution plan ready to “go to press” with the client. See Figure 1.

I’m not saying this is the only way.  It’s just the way we do it.

Good luck out there.  If you need me, you know where to find me.

Written by John Rector

John Rector is the President at Social Media Target, LLC. He is the co-founder of E2OPEN. His original works (videos, images and blog posts) are seen by millions of social media users daily. At IBM, he implemented Supply Chain Management (SCM) solutions at the top 50 electronics companies in Asia, The Americas and Europe. He is the winner of six Golden Circles.

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