I never changed my new phone from its default ringtone. It works and I’m digitally lazy. Of course in crowds I can’t be sure if it’s my phone ringing. My bad for stopping at default.
Default solutions aren’t technically wrong, just indistinguishable. Pre-sets get you going – better results require thinking beyond. Same with brainstorms.
Most brainstorms start with default thinking – generation of workable, but common solutions. That first ring that pops in our head. For example, a “ribbon-cutting ceremony” is a default think when brainstorming retail grand-opening ideas. Solution is technically viable, but a snoozer. Lazy brainstorms stop there. Better brainstorms use the strategic core of a default idea to generate something fresh. Try this:
- Define Default– a grand-opening ribbon-cutting ceremony
- Decipher – Ask why your brain defaults to this idea? Why does it make literal or metaphorical sense? There could be many answers, none wrong. Ex: You cut a ribbon when un-wrapping a birthday gift; you cut an umbilical cord when delivering a baby. The core of this default idea involves an act that signals or celebrates birth (of new store).
- Detour – Let the strategic core spark a new, even opposite train of thought. Ex: Opposite of birth ritual is death ritual. We might tease store arrival with tongue-in-cheek obituary campaign for what previously occupied the retail space.
Lose you with that idea? Agree the obituary stunt isn’t appropriate, but my point is to show how to re-set the pre-set. This silly train of thought will certainly carry brains down a fresh track where better emerges.
Love to hear your strategies for battling default thinking – without defeating your team’s confidence? (It’s tricky).