One of the great results of a good brainstorming session are the "flashes of insight" from the team ... those unique little “thought seeds” that have the potential to be expanded upon to find a conclusion for a specific problem.
A good example is the development of
the unforgettable Nike slogan: “Just Do It”.
Would you be surprised to hear that
this classic was inspired by the words of a man convicted of murdering 2 people
But this isn’t about murder, it’s about the “flashes
of insight” generated in a good brainstorming session.
In his book Imagine How Creativity Works, Jonah Lehr tells the story of advertising
executive Dan Wieden brainstorming a new slogan for Nike in 1988. The session
apparently ended without the results desired, but later, according to Lehr,
Weiden recalled a comment a colleague had made about The
Executioner's Song (1980 Pulitzer
Prize-winning novel by Norman Mailer) about the events
surrounding the execution of two-time killer Gary Gilmore.
The comment specifically referenced Gilmore’s last words: “Let’s
just do it.”
A “flash of insight” leads Weiden to the
answer he is looking for ... Nike’s new slogan: “Just do it”