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Most roundups on this topic are written by people who've never sat in a brainstorm session that actually mattered. We make a brainstorming tool. We have strong views on what works and what doesn't. Here's the honest breakdown.
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Most brainstorming sessions fail before they start. Not because the team isn't smart, but because they default to the same method every time: sit in a room, throw ideas at a wall, pick the least embarrassing one. The world's most prolific thinkers didn't do it that way.
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Summer campaigns are where lazy strategy goes to die. Too much budget, too little tension, and agencies are suddenly pitching 'fun in the sun' decks to clients who deserve better. Levi's isn't doing that...
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