During a speech recently a member of the audience used the term non-conforming. They talked about their business and how they often looked to find ideas that were non-conforming. They had great success with this. This note about the notion of non-conforming and how it fits into a brainstorming session. A lot of the times our brainstorming sessions are slight adjustments on what conforms. There is nothing wrong with this but it never takes you to the extremes of disruption, category creation or truly enter new territory. When having your brainstorms or creative sessions spend the first hour allowing your team to create. No matter what the topic is, set them loose using the specific tools if you need but just let them dump down the logical, some of the illogical and some of the things that are probably tinkering or spins on what you are currently doing. After an hour I would
probably stop there and start for half an hour on ONLY non-conforming ideas. Things that do not conform to your industry, your category, the law, your brand strategy, your governance, politics and ideally things that your senior managements would cringe at. Non-conforming ideas are the new territory. A lot of people talk about Blue Ocean but they don't really swim there. If you are truly going to move into blue ocean you have to disrupt, find brand new territories and this is best done when you think like a non-conformist.