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Lynn Greenberg Associates employs a flexible multi-phase divergent-convergent process for Ideation/Brainstorming for new product, positioning and name development. The process is comprised of 3 phases: Planning, Ideation/Brainstorming Session(s) and Reporting. It is based upon Creative Problem Solving 6 step model: Objective Finding, Fact Finding, Problem Finding, Idea Finding, Solution Finding and Acceptance Finding. Creative Education Foundation.

• The purpose of Planning is to clarify objectives and relevant issues. All background information is reviewed to customize stimuli for the Ideation Session.
• The duration of the Ideation Session can be anywhere from half day to 2 full days or longer depending upon the scope of the project and may be conducted over an extended period of time. The flow for a typical full day session would be as follows:
1. Introduction: Objectives, rules, ice breakers and creative exercises (45 minutes)
2. Delineation of relevant issues to help think outside the box (2 hours)
3. Idea generation utilizing a variety of techniques (2 / 3 hours)
4. Group determination of the better ideas (30 minutes)
5. Development of the stronger ideas (2 hours)
6. Ranking of the stronger ideas so participants know the outcome upon completion of the day (10 minutes)
• LGA compiles the information generated from the session into a concise and logical Report document which is issued within 1 week of the brainstorming session. Next steps often involve further brainstorming of the ideas with regard to actionability and/or creation of written concepts for evaluation.