So, there you are, surrounded by all the ideas that you and your team have generated. The usual post-brainstorming process of going around the room and voting thumbs-up or thumbs-down on each new idea (or dissecting and discussing the life out of each one) puts you in danger of falling back into the logic-versus-energy trap: 'That seems like a good idea, but
I know the VP won't see it that way. You had to have been here . . . '
Instead, pinpoint where each idea falls on the voltage graph. On a scale of 1 to 10, how unique or new is the idea? On a scale of 1 to 10, how relevant is it? Does it address the consumer conflict? Is it bringing resolution to a paradox? Then graph your results. Those in the upper left area of the grid will typically be the ideas with the most zing!
When you see the ideas arranged on the graph, it will be clear which ones fall into the zone and which fall by the wayside.