Great buildings, the ones that leave a lasting impression while serving a functional purpose, begin with a solid blueprint, based on information assembled by the architectural team. In the marketing world we often hear the term “Brand Architecture” (registered Trademark of Plunkett Communications Inc.) and it’s an accurate term when it is properly understood. The dictionary defines an architect as somebody whose job it is to design buildings. That’s a little bland for my liking—sort of like calling the Beatles “a band.”

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I was particularly disturbed and confused by the front cover of the July 19th edition of Canadian Business that boldly proclaims, “How brainstorming kills good ideas”.

Disturbed and confused at least until I got to what I will call the moment of truth (on page 91), “…people in groups examined a more limited range of suggestions. The reason, according to Kohn, is fixation.  That is, as soon as one member of the group offers an idea, the others get stuck on it and conform their own thinking to the suggestion.  Creativity, in effect, is stifled. In many cases, we may not even be aware that fixation is occurring”.

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There are many definitions of innovation but, as always, business is ultimately about making sales.  So, let’s get to the point.  To be successful on a continuous basis, you need new ideas; one’s that can be commercialized.  What does that mean?  Your idea is relevant to your current or next-great customer group, and that you have the means to bring it to market in a timely and profitable manner.

Where do the ideas come from? (more…)