13. EYES OF EXPERTS
* This is a charming and fun technique that really works, regardless of the topic.
* The idea is to view the challenge through the eyes of a known person who is very successful at something.
* In this example, I have suggested a successful businessman, a sportsman, and a universally known political figure.
* It is not essential that they are technically expert, but it is important that they have a reputation for approaching their task in a distinctive way.
* The list of experts can be decided before the session, or generated spontaneously by the group (but do have some spares up your sleeve in case they choose all the usual suspects).
* Then examine the brief using the style and viewpoint of each expert. This can either be done collectively (all attendees imagining one expert at the same time), or separately (sending pairs or mini-groups off to work through the eyes of several different ones).
* Capture the ideas and vet them later in the meeting or after the session.
EXERCISE: Choose a list of respected experts. Work in turn through how you would imagine them approaching the brief. If David Beckham were working on this issue, how would he approach it?