by Alex Varricchio, Think Shift
You’re a creative professional, skilled in the art of problem solving. Someone has a business or brand challenge and engages your team to help solve it.
After developing the brief, you probably start by holding a brainstorm, gathering together various members of the team: planners, designers and anyone else who might provide good perspective. You all jump in a room and start throwing ideas out. Sometimes these meetings are successful; sometimes they aren’t.
One thing is consistent though – depending on the mix of people in the room, your results will vary. Significantly.
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