Serial brainstorming with The Concept Dispenser™

We are, as faithful readers may recall, somewhat hostile to the idea of brainstorming. It’s an attractive idea which often creates enthusiasm – but a massive waste of time without a perceptive editor to sweep up afterwards. The crucial element is, of course, that action-oriented person who separates wheat from the overwhelming chaff, refines the results and directs the important …

“Write drunk and edit sober.” – Ernest Hemingway

The creative process always has two parts: concept and execution. Some marketers become satisfied with a shiny new idea and don’t roll up their sleeves to do the hard(er) work that advances a strategy effectively. And others (just turn on your tv) offer slick production values to dress up ho-hum concepts. An “idea” is of little or no value until …

“Ideas” are almost worthless.

Most of the jobseekers who write to us note with great enthusiasm that they are uniquely employable because they have “ideas.” Lots of them. We are seldom (okay, never) moved to action by this claim, partially because so many people claim it. One becomes skeptical. Which brings us to Brainstorming, that good ol’ reliable exercise adored by many, misused by …