Anything--even doing laundry--will help you dream up new ideas better than sitting in a meeting, says Debra Kaye, author of "Red Thread Thinking." A case study of the history of the single-use detergent pod.
Eleven men and women file into a conference room and take their places around a large table. Coffee cups and pastries are assembled in front of them. George, the leader, steps up to a large whiteboard and scrawls across the top “SOAP STORM SESSION 9/18/12.” “Okay, let’s begin,” he tells the group. “Let’s just start free-associating. What do we think of when we think clean laundry?” he asks. “To get the ball rolling, I’ll write a few words down,” he says and dashes off chore, piles, whites and brights, and fresh on the board. “What else?” he asks. Several people add a few more words: time-consuming, fold, bright, uncontaminated, pretty, nice, old-fashioned, and pleasant.
To read the full, original article click on this link: Why Innovation By Brainstorming Doesn't Work | Fast Company
