The document discusses R/GA's TechFirst brainstorming technique for generating new ideas that are focused on specific emerging technologies. It provides examples of TechFirst brainstorming prompts that constrain ideas to certain technologies or scenarios. The technique aims to produce more feasible and interesting ideas than traditional brainstorming. R/GA has found the method saves time, makes the creative process more accessible, and produces ideas that are both interesting and potentially feasible, though it may not be suitable for all groups. Tips are provided such as taking time to craft constraints and ensuring any ideas could actually be implemented.

1. Brainstorming
Technology First
SXSW 2013 #techfirst
Will Turnage VP, Technology & Invention @wubbahed

2. Brainstorming TechFirst
Introduction
Traditional Brainstorming
What We’ve Tried
What We’ve Learned
What You Can Do
Q&A
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8. Legible + Interesting
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9. It’s hard work.
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10. Traditional Brainstorming
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11. Ideas
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12. Ideas Execution
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13. Ideas Execution
Is this possible?
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14. Possible ≠ Good UX
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15. Ideas Execution
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16. Ideas Execution
This is what users experience
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17. Ideas Execution
Dilutes the purity of the idea
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18. Ideas Execution
Takes too long
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19. How can we improve
brainstorming?
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21. 1. Get very specific.
Take a big step back.
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22. 2. Embrace Constraints.
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23. 3. Encourage practice.
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24. What we’ve tried
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25. TechFirst Brainstorming / Framework
Preparations • Choose a specific technology that aligns
1-2 DAYS
with your strategy.
• Don’t choose a broad OS or platform.
Develop Choose a feature or function.
TechFirst
Brief • Craft a narrow scenario with one open
ended aspect for creative exploration.
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26. TechFirst Brainstorming / Framework
Preparations Brainstorming session / One hour maximum
1-2 DAYS 5-8 MINUTES 45 MINUTES
Develop Answer Share Answers and
TechFirst brief Expand on Ideas
Brief individually
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27. TechFirst Brainstorming / Example #1
What if…
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28. Let’s say the new iPad can tell the
difference between an adult touch,
a kid touch and a baby touch.
Name ten new things you could do
with this feature.
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30. TechFirst Brainstorming / Example #2
Fill in the blanks
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31. My truck’s name is __________.
And the first Instagram
picture it took was
_____________________________.
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32. My truck’s name is __________.
Doris.
And the first Instagram
picture it took was
_________________________. front wheels.
a rabbit about to go under the
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33. My truck’s name is __________.
Fred.
And the first Instagram
picture it took was
_________________________.
awful.
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34. My truck’s name is __________.
Betsy.
And the first Instagram
picture it took was
_________________________.
a palette of boxed wine from Costco.
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35. TechFirst Brainstorming / Example #3
Facebook Fun
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38. TechFirst Brainstorming / Example #4
Magnetic Poetry
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39. Descriptors
airplane calendar delicious window hello pebble
bacon catastrophe dog fish lemon punk
banana catawampus earbuds flight melon serene
blindness cereal empathy garbage molecular strong
bludgeon coffee Estonia green money water
bright cushion fanciful hairdo night weather
busy dandelion fantastical headache ointment weird
Technology
Tweet Bump Star Rating Page Check in
Like NFC stickers SMS Pinterest Photograph
Comment Map Directions Followers Board Publishing Workflow
Share Weather Calendar Tumblr Status Updates
Swipe Product Prices Excel Foursquare Motion Tracking
Click Poll Question Dataset Venue QR code
Tap Review Facebook API call
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40. Descriptors
airplane calendar delicious window hello pebble
bacon catastrophe dog fish lemon punk
banana catawampus earbuds flight melon serene
blindness cereal empathy garbage molecular strong
bludgeon coffee Estonia green money water
bright cushion fanciful hairdo night weather
busy dandelion fantastical headache ointment weird
Technology
Tweet Bump Star Rating Page Check in
Like NFC stickers SMS Pinterest Photograph
Comment Map Directions Followers Board Publishing Workflow
Share Weather Calendar Tumblr Status Updates
Swipe Product Prices Excel Foursquare Motion Tracking
Click Poll Question Dataset Venue QR code
Tap Review Facebook API call
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41. Descriptors
airplane calendar delicious window hello pebble
bacon catastrophe dog fish lemon punk
banana catawampus earbuds flight melon serene
blindness cereal empathy garbage molecular strong
bludgeon coffee Estonia green money water
bright cushion fanciful hairdo night weather
busy dandelion fantastical headache ointment weird
Technology
Tweet Bump Star Rating Page Check in
Like NFC stickers SMS Pinterest Photograph
Comment Map Directions Followers Board Publishing Workflow
Share Weather Calendar Tumblr Status Updates
Swipe Product Prices Excel Foursquare Motion Tracking
Click Poll Question Dataset Venue QR code
Tap Review Facebook API call
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42. TechFirst Brainstorming / Example #5
‘Branded’
Magnetic Poetry
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43. Tone
superchill fantastical cheap utilitarian expensive pebble
outrageous sophisticated quick fashionable silly punk
humorous hip macho cute serene
Occasion
Tuesday night Room-mate Dinnertime Tailgating Snack while
My birthday Child-friendly Locally-focused Date-night walking my dog
Lunch Picnic Ethnic cuisine Grocery store Grilling at the
Commute In my car Meat-Free Monday At the mall beach
Functionality
Tweets Pinterest Board Food truck Store receipt
Swipe Bump Photo Video series Contest
Poll Question Status update Celeb partnership QR code
Star Rating Store loyalty card Coupon Check-in Map
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44. Tone
superchill fantastical cheap utilitarian expensive pebble
outrageous sophisticated quick fashionable silly punk
humorous hip macho cute serene
Occasion
Tuesday night Room-mate Dinnertime Tailgating Snack while
My birthday Child-friendly Locally-focused Date-night walking my dog
Lunch Picnic Ethnic cuisine Grocery store Grilling at the
Commute In my car Meat-Free Monday At the mall beach
Functionality
Tweets Pinterest Board Food truck Store receipt
Swipe Bump Photo Video series Contest
Poll Question Status update Celeb partnership QR code
Star Rating Store loyalty card Coupon Check-in Map
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45. Tone
superchill fantastical cheap utilitarian expensive pebble
outrageous sophisticated quick fashionable silly punk
humorous hip macho cute serene
Occasion
Tuesday night Room-mate Dinnertime Tailgating Snack while
My birthday Child-friendly Locally-focused Date-night walking my dog
Lunch Picnic Ethnic cuisine Grocery store Grilling at the
Commute In my car Meat-Free Monday At the mall beach
Functionality
Tweets Pinterest Board Food truck Store receipt
Swipe Bump Photo Video series Contest
Poll Question Status update Celeb partnership QR code
Star Rating Store loyalty card Coupon Check-in Map
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46. TechFirst Brainstorming / Example #6
Social Media API
Roulette
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48. BBQ Food Truck Mexican
Lo-Fi Rise Amaro
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49. What we’ve learned
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50. Ideas were interesting
and feasible.
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51. Saved time.
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52. Made creative process
more accessible.
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53. Not for everyone.
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54. It’s an awesome tool
in our toolbelt.
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55. Tips
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56. Developing TechFirst
briefs takes time
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57. Technology
+ Business Need
+ Use Case
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58. Adjectives
+ Technology
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59. Can this be done?
Can this be done well?
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60. Everyone is creative.
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61. Thank you!
Questions?
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