2. THE RIGHT MEDIUM
* Choosing the right medium in which to generate ideas is vital.
* Always start by asking “Can I fix this myself?” If the answer is yes, then don’t go to all the bother of involving others. It will only be a huge waste of time for everybody, including you.
* Once you have decided that collaboration is necessary (not a decision to be taken lightly), then choose how best to issue the brief or challenge to someone else.
* First consider whether this could be just one individual. If so, only ask them. If you consider it unlikely, then choose how many others to ask (see 3. The Table Plan).
* Start simply: if you email the right number of suitable people a pithy one-sentence brief or question, are you likely to get back some excellent and inspired suggestions? In many companies, the answer is yes. This may generate an excellent response without the need for anyone to meet.
* If you decide meeting is necessary, then convene the shortest meeting in the world: “Please come to Room X between 12.00 and 12.10, we will shout out a one-sentence issue, and you give us your instinctive response. We’ll write it down and you can go.” If ten one-minute visits solve your problem, stop right there.
* If not, then move on to more public and time-consuming options.
EXERCISE: Choose an issue and work through the options in the box process. Consider the simplest, shortest route first in every case, and if it works, stop.