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How I won the Mindshare Huddle brief

3 min, 3 sec read
12:45 PM | 18 December 2014
by Lars Bjornbakk
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This is the story of how I came to win Mindshare’s Huddle University brief and having the opportunity to present in front of industry professionals. I will share how I approached the brief and my thoughts on success factors for creating ideas.

It all started with a brief posted here on FutureRising with the title “Mindshare: Huddle competition”. I did not really know what a Huddle was, but being up for any challenge I was intrigued.

Huddle is a Mindshare event where they close their central London office for a day, to celebrate innovative thoughts. Getting people together discussing, creating, and just inspire one another.

What really sold me was the sentence “There’s no PowerPoint and no boring panels – just a mix of leading media, cultural and tech players, entrepreneurs, academics and interested amateurs...”. I loved the thought of having a diverse crowd of people coming together and presenting an individual and unique perspective to any topic.

My main source of inspiration is people. It is not as much about meeting the right people, as it is about having the right conversations. Since the theme of the Mindshare Huddle 2014 was “Inspire & Invent”, it was clear that I had to be a part of this. Determined and inspired I started working on the brief.

Once a solid foundation was laid with strategy and insights, I started coming up with ideas. I prefer starting with some of the techniques in the kickstart catalogue (Mario Pricken), to start the flow of ideas and to let go of anything that is rooted in reason and reality. When I have enough ideas to cover the whole wall in post-its, I pick out no more than ten ideas to feed into other ideas. Then I look into the brief and my research to see if I have come a cross anything interesting that sparks new ideas. This is the point where you really examine the insights you have found, to look for what you think the target audience really wants and will engage with.

With all my ideas, I then kill anything that is less then good and focus those with most potential. This is when the magic happens; when you have three or four really good ideas, but you can only choose one. I cannot understate this: BE RUTHLESS! In this process I find the six thinking hats (Edward de Bono) to be a effective way to develop great ideas and which ones to settle on.

When working on my ideas for Huddle 2014, I came across the thought of using contrafactual thinking to inspire alternative ways of thinking. This was based on the insight that Mindshare’s Huddle events is oriented around raising questions that inspires new thoughts. My idea was: by using contrafactual thinking we can explore alternative reality.

On the day I did not quite know what to expect. I jumped in with both feet making the best of it. My Huddle was fully booked, and the attendees represented a large variety from clients to creatives. There where a lot of interactions and we came up with many interesting alternatives to scenarios from the past. As soon I was done, I ran off to get inspired by companies such as Spotify and Grand Visuals, enjoying the creative and inspiring atmosphere that made up the event.

Winning a brief is about working hard and working smart. Creating a solid foundation to understand the target audience, then coming up with lots of ideas and picking out those that are most interesting.

The process ends with developing them and putting pressure on the chosen ideas; making the lump of cole in to a shining diamond.

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