Method of focal objects

A focal object is a specific idea, concept, or problem on which brainstorming participants put their focus. During the brainstorming session, we transfer properties and attributes of randomly selected things onto the focal object, and generate new ideas through associations.

The technique is suitable for improving a current product, creating new products based on existing ones, finding ideas for promotion, and taking a fresh look at routine processes.

We use the Miro virtual board for brainstorming. We assemble a template, formulate the task and the rules of the creative meeting. We move from frame to frame progressively following the algorithm described below.

We have prepared convenient templates that you can download and use during team brain storming. To use a template, follow the link and click “Use template”:

Choose a focal object

Something that we want to improve, promote, or refine. For example:

mobile app;
new menu item;
HR brand.

Create a Miro board

Prepare a brainstorming template with 7 fields: Warm-up, Given, Spontaneous ideas, Random objects, Ideas synthesis, Vote, Further steps.

Formulate the task

Place the image of the object into the Given and Ideas synthesis fields. Briefly describe the problem to be solved during the brainstorming next to it.

Spell out rules for participants

At the beginning of any brainstorming, we pronounce the rules to be followed during the process. There are only 4 of them:

Raise your hand to speak.
Say if you need a break.
Do not let other things distract you during the brainstorming.
All ideas are welcomed. If you want to criticize, suggest something in return.

Make a warm-up

The warm-up helps to "wake up" the brain and switch participants from previous tasks to the current one. As a result, the team gets involved in the process more quickly. Here’s a step by step instruction:

Step 1: Each participant takes a post-it and writes their full name on it.
Step 2: Take a step down: everyone works with their neighbor's sticker.
Step 3: Participants create acronyms from the initial letters of each other’s names, trying to avoid trivial words.
Step 4: Participants attach a picture illustration of the final description.

Fill in the field of Spontaneous ideas

Jot down here anything that comes to mind that doesn't fit into any of the other stages of the brainstorming: questions, ideas or illustrations. Update information in the field during the warm-up, brainstorming, and voting.

Describe random objects

Choose random objects and then list their properties on stickers under each object. For example, a balloon - what is it like? Round and perfectly smooth.

Synthesize ideas

Apply the characteristics of the random objects from the previous instruction to the focal object. What ideas does this combination suggest? Capture the ideas on post-it notes again.

Vote

Review the ideas that came out of the previous exercise. Participants distribute emoji through idea stickers. Everyone has 9 emoji:

After voting, we recommend reviewing all the boards from the first one again, putting something down into the Spontaneous ideas field.

Plan next steps

Assign the tasks to the team members; set up a deadline.