安达信咨询方法与工具资料库FILAMENT.DOCVIP

q:\l\learning\creativi\filament.doc Break Out Group Guidelines The Filament Technique Creative Focus: How should we staff engagements? Filament Technique Overview: The filament method is what de Bono calls a ‘sensitizing’ technique. This is one which sensitizes our minds in order to allow our thinking to take new and creative lines. The filament technique is useful wherever the requirements of a situation can be identified. Example ADVERTISING Visible: large, brightly lit, in a dominant place, catches the eye, frequently handled Attention Catching: noise, shouting, scandal, surprise, unexpected Benefits: promise, value, immediate reward, money Good Image: warm feeling, associations, quality, good things, attractive Credible: believable, endorsement, authorized, official In this example Advertising is the creative focus. The requirements are: visible, attention catching, benefits, etc. The filament consists of the phrases extending from each requirement. The phrases show ways of satisfying the requirement. Break-Out Team Process Review the process instructions before you begin. Time: 40 minutes Select a facilitator/recorder Ensure that everyone in the group has a clear understanding of the creative focus and the process. List 5-6 requirements of the creative focus Ignoring the creative focus, note ways of satisfying each requirement. Focus your mind on how to achieve each requirement. The ways of achieving the requirement are NOT necessarily related to the creative focus. Note that in the example above ‘scandal’ was noted for Attention Catching. How to fulfill the requirement was not limited to ideas related to the creative focus of advertising. complete the filament for one requirement before going on to the next Generate Ideas Consider the creative focus again. Look at the elements of the filaments in relation to the creative focus. You can generate ideas by allowing them to emerge naturally selecting 2 or 3 items from the filaments and tryi