30. KILL IT
* There is nothing worse than a protracted brainstorm in which a dead horse is being continually flogged.
* Although we have discussed the important principle of allowing new ideas to flourish and remain undiluted in their early life, there comes a time when a go/no go decision is needed.
* The Kill It technique may not be relevant in a session that is the very first on a certain brief. More likely it will be relevant on something that is reasonably long running, or based on an existing issue.
* The question is blunt and simple: is this idea really any good? The only two permissible answers are yes or no.
* Yes means go ahead and develop it.
* No means kill it now and stop wasting time.
* In large exploratory sessions, even if they are the first on that particular brief, there may be merit in issuing a limited number of Kill It cards (perhaps 3) to all the attendees.
* Like jokers in a game of cards, if a participant feels that an idea is so bad that it really needs to be killed immediately, then they can play that card. By doing so they will either trigger a robust and convincing defence of the idea, or prove that it is indeed poor and should be dropped.
EXERCISE: Take a series of ideas that have already been generated and call a review. Issue the Kill It cards and see how the material is culled. Anticipating a complicated session with many ideas, issue the cards before the meeting and explain the rules.
