2. Effective Brainstorming Chapter Two Overview

3. Two Methods Brain draining Stimulus Response Generates 1,000 percent more ideas….. Generates 558% more “super smart” ideas Makes your brain 5 times more effective at coming up with the “Big Idea”.

4. My World Hierarchy My family & my home My job and income My interests Things that can affect my family, home, job, income & interests. My neighbors and neighborhood My community My state My country The world at large

5. Life Currencies Money Time Space Information Energy Fun Fear

6. Newspaper Industry What are the consumer issues? What are the industry issues? What are the constraints?

7. The New Rules of Marketing 1 st Law of Marketing Physics OVERT BENEFIT – What’s in it for the customer? Customers will maintain established behaviors until they come in contact with a benefit so overtly appealing it compels them to action.

8. 2nd Law of Marketing Physics REAL REASON TO BELIEVE – A new idea will hit the market with a customer appeal equal to the strength of its benefit multiplied by its reason to believe. Benefit and Reason to Believe are of equal importance.

9. 3rd Law of Marketing Physics DRAMATIC DIFFERENCE – The only way to disrupt marketplace equilibrium is to introduce a benefit-and-reason-to- believe combination significantly different from what already exists.

10. What Does It Mean? To strike it rich, you have to do things that can make your product stand out from the crowd to be:

12. Let’s Ideate With Stimulus Response Working in small groups, lets come up with ideas to help the Utah Jazz sell more tickets and generate more revenue next season. New promotions, sponsorships, sections, co-promotions, strategic alliances, advertising ideas, distribution channels, ticket plans.

13. Your only limitation is your own imagination.

14. Stimulus Karl Malone’s House Finding campgrounds Comparing Jewelers ESPN TV Commercials Hollywood Extra

15. Stimulus Allergies Trading Spaces The Sporting News People Magazine Entertainment Tonight Gardening

16. Stimulus Paper airplanes Computers Late Show with David Letterman Three Point Shots The Delta Center Everybody Loves Raymond Sportswriters

17. Stimulus My home’s value My car’s value Comparing banks Best restaurants Celebrities homes

18. Stimulus Win something Traffic Good food Frank Layden Disneyland

19. Stimulus Morning Disc Jockey’s Cookies French fries Hot Rod Hundley Good places to eat Freedom Make lots of money