Dentsu Inc. B Team's popular method: "Simultaneous Brainstorming Across 10 Genres"

Starting this time, we'll introduce the creative process developed exclusively by Dentsu Inc. B Team. First up is the "10-Genre Simultaneous Brainstorm. " It's one of the most "successful" methods even within B Team.

This time, we're offering one reader (or one organization) who submitted a problem for consultation a free trial of this 10-Genre Simultaneous Brainstorming. See the article's end for recruitment details (*).

※Applications closed on April 11, 2018. Thank you for your submissions.

<Table of Contents>
▼What if you brainstormed with researchers from 10 genres all at once?
▼How to Conduct the 10-Genre Simultaneous Brainstorming
▼We're seeking reader concerns

What if you brainstormed with researchers from 10 genres all at once?

It was around the end of 2015, I think.

Senior A, who'd heard rumors about Dentsu Inc. B Team starting something unusual, casually appeared at my desk.

"I want to research My Number Cards. Would it be okay to consult Team B?"

Senior A, who proposed the brainstorming session. She's the mother of the 10-category simultaneous brainstorming. It's a shame we can't show her face, as she's so beautiful.

Back then, the team was still in its infancy. It was a time before Team B had tackled any concrete problem-solving projects. So, how to handle this request? "Of course! Go right ahead!" I said. In the five seconds it took to say that, I thought it through and came up with this conclusion:

"Why don't you join Team B's 'regular meeting'? Over ten researchers from different fields attend each time, so let's tackle it all at once there."

The "regular meeting" refers to the "potential gathering" I wrote about last time. We hold them three times a month, each lasting two hours.

B Team researchers come to the meeting at least once a month to share information from their specialized fields they're monitoring.

Currently, there are 56 members, so 56 ÷ 3 means about 18 people gather each time. This means the members who come are random each time, and the faces you meet are different. That's also part of the fun. It's also a way to encourage busy members to participate.

Now, as announced, Senior A attended Team B's monthly meeting that day. We wrapped up the information-sharing session early and decided to focus on discussing Senior A's concerns about the My Number Card.

First, we had about 15 minutes for Senior Member A's orientation time. What is My Number? What is the My Number Card? Then, we listened to Senior Member A's concerns about their research project.

Next came problem-solving time.

I casually turned to X, the novelist junior sitting next to me, and asked:

"What do you think about the My Number Card, from a novelist's perspective?"

Junior X then began talking:

"Number systems like My Number come up quite a bit in sci-fi. They appeared in Japanese novels about 50 years ago too, where characters fail because of such systems. They show up in sci-fi movies as well. How about compiling and analyzing examples of My Number system successes and failures in those sci-fi works?"

Interesting. Senior A jots down notes at breakneck speed.

A scene of brainstorming across 10 genres simultaneously. Specialists from various fields—DJ, novelist, architecture, agriculture, education, fashion, and more—gather for an all-out brainstorming session.

Next, I turned to Yoichi Goto (suddenly using his real name here) in charge of extreme sports next to him. Since he's particularly strong on mountains, I asked, "What about from a mountain perspective?"

After a few seconds of thought, he replied:

"Last year, Hyogo Prefecture had 108 mountain accidents, but only 3 of those had submitted climbing registration forms. This was right after the Mt. Ontake eruption, so why? Because you have to submit the registration by postcard. So here's an idea: what if people with My Number Cards could just tap their card on a reader at trailheads or mountain huts to register?"

This is interesting too. In just five minutes, two really good ideas came out.

In this manner, as the researchers presented one idea each in order of their research themes—music, fashion, agriculture, makeup—ideas from different angles, and quite high-level ones at that, started popping up one after another in no time.

Senior A was overjoyed, saying "This saved me~," but the B team members present and I were also extremely satisfied. It was like a planner's high, not a runner's high.

"This method is interesting."

From that day on, we called this method Team B's "10-Genre Simultaneous Brainstorming" and systematized it.

How to do the 10-Genre Simultaneous Brainstorm

① Select 10 genres.
Show the client Team B's researcher list and have them choose which genre members they want to brainstorm with (5-10 people).

② Simultaneous brainstorming across 10 genres.
Coordinate the schedules of the selected members, visit the client's location, and conduct the brainstorming all at once.

③ Summarize on the spot.
There are various ways to summarize, but the lightest approach is to simply summarize on a whiteboard at the end, take a photo with a smartphone, and wrap up.

Simultaneous brainstorming across 10 genres is highly popular with clients, and we've provided this method for over 10 companies' projects. It's especially effective for requests like, "We have the product or technology, but we don't know how to use it."

Two key characteristics have emerged from our experience:

① It takes "extremely" little time.
Typically, inviting an expert from one field to generate "ideas from a different angle" might yield just a few concepts in 1-2 hours. But with the 10-Category Simultaneous Brainstorming, you get around 10-20 ideas from 10 distinct perspectives in just one hour.

This isn't just because we have experts from multiple fields; it's because we assembled a team that combines both sides—every member is a professional planner in the advertising industry. That's what makes this possible.

② Above all, it's fascinating.
Watching perspectives and ideas pop out from ten completely different angles on a single challenge is truly educational. You catch yourself thinking, "Why didn't I think of that?" or "Is that even possible?" The notes just keep flowing. Curiosity boils over. Your brain feels great.

To sum it up in one word, it's fun—a simple way to put it, but yeah, it's just plain fun.

We're seeking reader concerns!

That was Team B's secret technique #1: "Simultaneous Brainstorming Across 10 Genres." To give you a better feel for it, I'd like to try a Web Dentsu Inc. version.

So, …

【Urgent Call!】We're seeking problems to solve with "10 Genres Simultaneous Brainstorming"!!!

・Deadline: Wednesday, April 11, 2018, 9:30 AM

・Eligible Applicants: Any organization, regardless of size—companies, groups, media outlets, local governments, schools, shops, etc. We also welcome inquiries from Dentsu Group companies!

・Reward: This time, only one selected individual (or organization) will receive a special "free" experience of a 10-person simultaneous brainstorming session. In exchange, please read the following conditions carefully. By applying, you agree to these terms.

・Conditions: ① The brainstorming session will be featured in an article on Web Dentsu Inc. News. Participants will ideally appear by real name, but please inform us at the time of request if anonymity is preferred. ② If possible, the responsible party should participate in the brainstorming session and provide orientation. Of course, you can still apply even if you cannot attend the session! ③ The session concludes with the delivery of the generated ideas.

・Challenge: Any topic is welcome, and you may submit as many as you like. Feel free to apply with anything from large-scale social issues to small personal concerns. (We may not be able to accept projects Dentsu Inc. is already assisting with, as it could cause internal conflicts.)

・Submission Address: Please apply via email to info@bbbbb.teamまで.

・Application Requirements: In the subject line, write "Request for 10-Person Simultaneous Brainstorming Session." Include your organization name, website URL (if available), the name and department of the contact person, phone number, and the issue(s) you wish to address (multiple issues are acceptable).

※ Acceptance will be confirmed via a reply to your application email. If you do not receive an acceptance email, your application was not selected.

※ Personal information will not be returned, even if your application is declined or you withdraw.

We will select one challenge from those submitted, brainstorm it with 10 researchers, and report on the process in our next article.

We look forward to your challenges! Feel free to apply here.

Here's an example. Please replace the organization name and URL with your own, of course.