Abstract:

While "brainstorming" can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. Jaroslav will relate Unilever's experience of the strengths and weaknesses of "brainstorming" within a deodorants innovation project and share the results of an intriguing and conclusive experiment comparing a large scale internal brainstorming process with an online use of external creative consumers. When it comes to creativity, it's always dangerous to draw hard and fast rules but this work has certainly thrown up some interesting findings.