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SXSW Interactive 2013

Stop Brainstorming and Start Innovating

Although it’s been the conventional wisdom since the 1930s, brainstorming as a way of generating innovative ideas is more often than not an exercise in futility. The process of gathering together in a stuffy room, drinking coffee, eating donuts and “thinking” by committee is doomed to failure as evidenced by the colossal demise of such products as The New Coke, Sony BetaMax, and WebTV. This panel of innovation experts will expose the fact that failure occurs so often because true innovation and creativity are processes that cannot be institutionalized or forced in a formal group setting where members respond to fear and peer pressure.
We all have the ability to be innovative and develop new ideas. However, changing ingrained consumer habits is hard unless a product is truly innovative. Attendees will learn that innovation is not about fulfilling our own needs, but uprooting and weaving together new connections that resonate instantly with people. By having more and better insights and

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  1. What is brainstorming, where did it come from, what is it supposed to do, and why doesn’t it work?
  2. Why do so many companies rigidly adhere to the brainstorming process when it has proven to be so ineffective at innovating and generating new ideas?
  3. What is the difference between brainstorming and innovating, and why is innovation more effective at creating new marketing strategies?
  4. Can anyone learn to be innovative, and what are the steps to take to nurture, strengthen, and grow an idea into an innovation?
  5. Why the transformational questions, that interrogate the status quo, lead to bigger innovations than brainstorming ever could?



Debra Kaye, CEO, Lucule Consulting

Meta Information:

  • Tags: innovation, creativity
  • Event: Interactive
  • Format: Panel
  • Track: Diversity and Emerging Markets
  • Level: Advanced
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