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The Perfect Storm (Brainstorm, That Is)

10/1/2012

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Photo courtesy of mercyjets.com
Have you ever been invited to what is presumably a brainstorming session that takes place the next day in the office conference room for one hour? Such a meeting likely did not lead to any exciting ideas and only served to give brainstorming a bad reputation.  In truth, well-conceived and executed brainstorm sessions are a fantastic business tool for such diverse challenges as uncovering new solutions, unearthing breakthrough product ideas, or penning creative communication. It's important to understand, however, that effective brainstorming is equal parts structure and whimsy, heavy-handidness and serendipity.

Before the Storm
- Be clear on your objectives and craft all your pre-work and session exercises accordingly.
- Assign pre-work with expectations that it actually gets completed. Pre-work should provide context and get people's creative juices flowing before they even arrive.
- Invite a diverse group (different departments, different teams) but keep it to a manageable number.
- Secure an inspiring venue.  The 5th floor conference room does not cut it.  Ideally, you should get out of the office environment to a place with space, natural light, and novel views.  

During the Storm
- Set ground rules and expectations up-front. E.g all cell phones off
- Create a comfortable and fun environment that encourages free thinking. Dispense with formal/rigid seating.  Have toys and creativity enhancers on hand.
- Provide nourishment and refreshment regularly.
- Monitor energy levels and take breaks and/or do energizer exercises as necessary.
- Enlist a dynamic and fearless moderator.  John Broderick is one of my personal favorites and the folks from ?What If! are amazing.

After the Storm
- Let the ideas marinate.  Fully formed ideas are not likely to come during the brainstorm session itself. 
- Assign a core group to internalize the output from the session and massage them into more concrete output.
- Keep participants from the session in the loop.  It's great for their morale to see the final fruits of their labor.
- Catalogue and share both the raw output and the finished ideas with others.  Your brainstorm session may inspire new perspectives on challenges they are dealing with.

Need help pulling together a killer brainstorm?  Give us a holler!
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Branding Restage - Gatorade

6/22/2012

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As a follow-up to our previous post, Gatorade serves as an example of a well-conceived brand restage with results to prove it.

We believe their approach works because
- they knew what problem needed solving before the rebrand. There is no point to rebranding just for the sake of it.  Clear objectives are a must.
- they took a long, careful look at their core consumer (C1) and made the difficult decision to focus more specifically on the core's needs.
- they respected the roots of the Gatorade brand and considered its role within the company (C2)
- they understood that it was crucial to distinguish themselves from competitors (C3) in a truly meaningful way.
In short, the Gatorade team kept its eye on all three Cs.

Just as important, though, they walked the talk. Everything that the new brand stands for is evident in every part of the business - from the product line to where they advertise.  Sound strategy is absolutely critical, but committed execution wins the game.

Fast Company (required reading in our office) shares more of the background and particulars in its article, "How to Redefine a Flagging Brand."
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A Tribute to THE Game Changer Extraordinaire

10/6/2011

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iSource: http://jmak.tumblr.com/post/9377189056 (Steve Jobs tribute logo created by Jonathan Mak, a 19-year old in Hong Kong)

It is only right that a blog that focuses on game changers takes a moment to note with sadness the passing of Steve Jobs.  Not only has he changed the game over and over again, but he invented new games in the technology category - literally and figuratively.  

We've assembled a few great videos and articles all in one place so that [aspiring] game changers can take a little break to find inspiration and encouragement from a true icon.

Final peace to Steve and happy trails to all those who hope to forge exciting new trails for the rest of us.

By Understanding Human Desire, Steve Jobs Changed the World

Ten Things to Thank Steve Jobs For

2005 Stanford Commencement Address (article - video link is below)

Apple's Visionary Redefined Digital Age

Apple's Co-Founder Dies at 56
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Pay-to-use-Restrooms & Airline Baggage Check-in at Metros

8/2/2011

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Two companies abroad are rethinking the customer experience.

2 the Loo in Amsterdam, tapping into the frustration of finding decent restrooms when one is out and about, provides clean restroom facilities for a fee.  As a mom of two young children, I would likely take advantage of an offering like this. What do you think?

Meanwhile in Delhi, the metro authority now offers baggage check-in service for domestic airline passengers.  There are many reasons to love this idea, but I particularly find it inspirational on two fronts: 1) it takes an insightful look at the entire breadth of the customer experience for plane travelers 2) in doing so, it crosses "supply chain ownership" boundaries.

- GLG

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Welcome to our Game Changer blog!

6/28/2011

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This section features short articles, links, and real-world examples that we hope will help you change your game for the better.  Please feel free to post comments and share game changer ideas with us, too.  We're always excited to learn. 

Our first featured Game Changer is a little out there, but sometimes extreme examples can be the most illustrative.  See how Tesco used consumer understanding and insightful thinking to transform grocery shopping in South Korea. How might you capitalize on consumer behavior to meet your business goals?
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    Author

    Betsy Kirkland, Hat Trick 3C's General Manager, loves branding and marketing so much that she sees opportunities for organizations to strengthen their brands everywhere she turns.

    Author

    Gail Legaspi-Gaull is the founder of Hat Trick 3C.  She lives and breathes marketing - sometimes to the consternation of her husband and kids.

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