5 reasons brainstorms are a waste of your time and money.

I have an idea. Let’s not do brainstorms anymore. Most organizations believe brainstorm sessions are a great way to generate a lot of ideas quickly. While you may feel like you see a lot of new thinking in these sessions, you don’t see what you don’t see. As a professional creative thinker, I consider the brainstorm session a highly visible, but highly inefficient way to develop new ideas. I thought about hosting a telethon to raise awareness of this problem. But I didn’t know where to find ten landline telephones. So this post will have to do.

Dissecting the Brainstorm Problem

One of the reasons brainstorms are so popular is that in a one hour session you can generate a visible collection of new ideas. But the pile of ideas you leave the meeting with is misleading. Because brainstorm sessions are like gathering 100 horses and only generating 50 horsepower. You would be better off letting those ponies run alone.


 5 Problems With Brainstorms

1. Brainstorming is made for extroverts.

Brainstorming is a game where you rapidly blurt out half-baked ideas in front of a small crowd. For extroverts this is good sport. But to the other 50% of the planet this is an uncomfortable and unnatural activity. The quieter half of the population thinks more than they speak. They generate a lot of ideas on their own. Which means that the brainstorm is simply not their natural habitat for idea generation.


2. The 80/20 Rule

In line with the core tenants of the 80/20 rule, 80% of the good ideas in a typical brainstorm come from 20% of the people. Brainstorms give the false impression that everyone is birthing ideas. But this is not the reality. If you conducted a brainstorm in a petri dish, and observed it under a microscope, you would see a small population of valuable idea generators, a larger collection of evaluators, and a smattering of cheerleaders and spectators. Of course, they would all be wondering why you were staring at them through a giant microscope.


3. The Brainstorm Bottleneck.  

In a polite and orderly brainstorm session you have one person speak at a time. This is also a necessity when you have one scribe capturing the ideas and mounting them on a giant flip pad. The flip side of that orderliness is that when one person is talking, no one else is contributing ideas. There is simply not enough air time for all the ideas that should be generated by just three productive thinkers over the course of an hour.


4. Invisible Clay Pigeons:

There are not supposed to be any bad ideas in a brainstorm. Participants are not supposed to evaluate or criticize ideas. But there are a whole flock of less-obvious ideas that never get tossed to the group because the thrower is afraid their idea will get shot down in the minds of the other participants. Even if the group adheres to the rules of brainstorming during the session, participants will still feel judged by the group, in silence.


5. Great Brains Storm On Their Own

Great ideators generate ideas at a faster pace, with greater range and push more boundaries when working alone. A good thinker will quickly gather the low hanging fruit. Then they get to work on the rest of the tree. Then other trees. Then other orchards.  Then they harvest fruit on other continents. And finally, on other planets. You are far less likely to get a bushel basket full of Uranus Apples in a traditional brainstorm.



The Solution

To generate the most, best and broadest range of ideas, people should always think alone first. Give your team members a quiet place, a pen and a pad of paper. The ideas will flow and fill the pages. Only after the team has thought on their own should you bring them together to share their sparkly new brain gems. During The Thinkers Reunion, you experience the Reece’s moment, when people can get their chocolate in someone else’s peanut butter. The mash-ups, surprise combinations, epiphanies and amplified ideas at this stage are far more valuable.

Key Takeaway

Stop wasting time and money on brainstorm sessions. They are not the Holy Grail of idea generation they are thought to be. Work in isolation. Then pour all the ideas together. You’ll get more and better ideas every time. If you have other idea-generating ideas  you’ve thought of on your own, please share them in the comments section.


The best thing about our new stickers is hidden on the back.

There are some business secrets they don’t teach you at Harvard Business School. Like the fact that every great business needs a great sticker. The Weaponry, my advertising and idea agency, now has a great sticker. It comes from Sticker Robot.  Which I think is where The Jetsons and R2-D2 get their sticker supplies.


Sticker Robot makes the best silkscreened stickers in the business. But if you want some for your business you should order them the same day you establish your legal business entity. Because they take a loooong time to produce. We ordered ours back in November.  They finally arrived on January 16th.

A video on how Sticker Robot make their world-famous stickers.

The Modern Branding Iron.

The whole concept of branding originated from ranchers who branded their livestock with a hot iron to identify their little dogies. Today I find very few people who will let me sear them with a red-hot iron. So we use these 2.5 inch X 2.5 inch vinyl stickers instead. I have already placed one on my computer, my Yeti tumbler, my car and all three of my children.

We ordered 1000 stickers and got 500 free.
I’ll tumbler for you.

Check out that backside… (It’s stickerlicious!)

But what I really love about them is their backside. Sticker Robot allows you to print a message or design on the back of the sticker. So we added some of our philosophy. And some of our philosophy about our philosophy. And we added a call to confusion. Which is like a call to action, if the action actually leads to more confusion, like our website does. Visit theweaponry.com to see what I mean.

I love sharing our philosophy on the back of our sticker. Don’t overlook the little opportunities to share your brand message in unexpected places.

Then we also added a note about the importance of proofreading.  See the *note below? I’ll wait while you review.


Did you find the typo? Did you look carefully?


The Typo

If you didn’t find the typo it is probably because there is no typo. We just thought it was a funny addition. And perhaps it would increase engagement. Who reads the back of a sticker two or three times?  Well, if it’s a sticker from The Weaponry, and you feel challenged, maybe you will. Then, maybe you walk away with a story about how you spent 60 seconds looking for a typo that wasn’t really there.

This sticker sums up The Weaponry pretty well.

  1. We believe in the power of a consistent brand look.
  2. Red reflects our enthusiasm.
  3. We believe the most powerful weapon on Earth is the human mind.
  4. We believe that business is war.
  5. We believe we shouldn’t take ourselves too seriously.
  6. And we believe in finding fun ways to increase engagement.

Your takeaway.

If you would like a sticker just ask (I now carry them with me everywhere). Or leave a request in the comment section below. You can also stop by The Weaponry to pick one up (1661 N. Water Street In Milwaukee). If you are looking for a job, an internship, a chance to network or just a good excuse to come for a grand tour of The Weaponry’s World Headquarters, a sticker request is a good in. And we have a sticker with your name on it. Well, actually our name is on it. That was just a figure or speech.

*If you would like to stick around to learn more about The Weaponry and my entrepreneurial journey please subscribe to this blog. You may even find some real typos.


The writing is on the wall, and I love it.

I don’t have any tattoos. I probably never will.  But I do have an advertising and idea agency called The Weaponry. And ever since we moved into our new office space I can understand the passion for tattoos. Because The Weaponry office now offers a blank canvas to adorn with meaningful words and images that are profound to us. I find myself giddy over the new ink we could apply to our empty spaces. Yet I don’t worry that my Mom and Dad will keel over dead, wondering where they went wrong as parents. #winwin

Our Latest Sign

Every time we personalize our new space it feels even more like The Weaponry.  More like home. More like us. Yesterday was really fun for me because we had a new sign added to the wall behind my desk.

I love having this statement in my office as a constant reminder as I work. I also love the white wall and the Cream City Brick in our office. Fine, I love everything about working at The Weaponry. There, I said it.

I love this statement. It is a constant reminder of the power of the human mind. It offers us the power to create anything. It can solve any problem. And it is the greatest resource any of us will ever possess.

Here is a time-lapse video of our new sign being applied.

I love this wall. And I love The Weaponry shield as the punctuation at the end of the statement.

Your Takeaway 

If you find this statement as powerful as I do let me know. I would be happy to share an image you could use as a lock screen on your phone or a background image for your computer. Maybe we’ll even put it on a sticker, poster, button, t-shirt or temporary tattoo. But if you want to turn it into a permanent tattoo, not only will I send you the artwork,  I may pay for it myself.

*If you want to see the other sign we installed yesterday consider subscribing to this blog. I’m sure there will be a post about that soon too.

Focus more on the things you love.

My business plays in a fun sandbox. Brands across the United States and Canada come to my advertising and idea agency, The Weaponry, looking for smart new ideas. Our team of strategic and creative thinkers explore ideas that extend far beyond what most clients could create on their own. Clients love us because we reveal new possibilities. And because we do ridiculous things that make them laugh a lot in meetings.

Exploring the Possibilities

Clients often hire us to help them reimagine their brand. On a recent project our team presented our client with 40 new logo options to choose from. Yes, 40. We pride ourselves on offering a great range of thinking so that everyone can find something they like. You know, like a buffet. Or a boy band.

Once we concluded the share of new logos and opened the floor for discussion (ok, so the floor didn’t really open), I was surprised by the very first comments that followed. One of the clients said, “I REALLY don’t like option 9.” Then he spent several minutes elaborating on why he didn’t like option 9. After several others shared their favorites, this client spoke up again and said, ‘Did anyone else dislike option 9 as much as I did?’

The Weaponry Way

Let me let you in on one of The Weaponry’s secrets. The reason we show multiple ideas is because our clients might not like them all. I’m fine with that. My friends at Coca Cola sell a wide range of drink options so that we can all find something we like. I love Coke and Gold Peak Tea. I don’t focus on the fact that Diet Coke tastes like liquid bike tires.

It is a waste of time to focus on the things that we don’t like. Or the things that don’t work. I think of the creative process like finding your way through a maze. Once you find yourself at a dead end, immediately turn around and start exploring another option. To stop and focus on that dead end, or worse, go back to the dead end to see it again, and think about how dead that end really is, is a waste of time.


A few years ago I did a Strength Finders analysis. The test concluded that I am a Maximizer. Which means I don’t spend any time focusing on what happened in the past, or what can’t be changed. I focus on the possibilities in front of me and how to make something good into something great. Which is a good construct to have when you are a professional creative. Or an entrepreneur. I help my team and my clients find ideas with a lot of potential, then bring out the maximum potential in each of them.

The Take Away

Focus on the things you love most. Spend your time looking for the solutions, the answers, the wows. The beautiful building, the kind act, the smart idea, the great looking jacket, the blog post about focusing on the things you love (that you loved enough to like and share). When you see something that doesn’t work for you, move on. Focus on the great, the exciting possibilities, the things that make you happiest. You will find more good in the world. Let’s all let go of our own option #9. The other 31 options are better anyway.

*If you found anything in this post worth reading please subscribe to see more.

Why I embrace last-minute requests and ridiculous deadlines.

Wouldn’t it be nice if everything in life worked according to your schedule?  You simply set the amount of time you need to handle anything, personal or professional. Then nothing ever challenged your pre-established timeline. That would be pleasant. And it would bore me to tears.

The world doesn’t conform to your schedule. Business, and life, are far too unpredictable. As Nationwide Insurance used to say, life comes at you fast. Really fast. Opportunities and threats appear in a blink. In the social era you need to respond before your opportunities become yesterday’s tweets. You must be able to thwart threats before they become Napa-sized wildfires, engulfing your home and vineyard.

Get Creative

But opportunities abound in the imperfect schedule. As the Founder of the Advertising and idea agency, The Weaponry, I am always thrilled by quick deadlines. They add excitement to the work. They test our abilities. They push us to learn what we can do without.

Ridiculous deadlines present favorable conditions for creativity too. When time is short the approval process is also short. You run through fewer approvers, who tend to be more accepting of really great creative solutions. So better ideas are often produced under tight timelines, because the client has less time for second guessing.

Walt Disney’s Magic

Recently I read about a crazy request Walt Disney received from Pepsi in 1963. Pepsi had been working on a collaboration with UNICEF for the World’s Fair, but had failed to come up with a worthwhile idea. So they approached Disney with the daunting task of creating an exhibit to fill their 94,000 square foot exhibit space. But they had far too little time and far too little money for the challenge. So Joe Fowler, the supervisor at Disneyland, turned down their request.

When Walt Disney heard this he was furious. He said, ‘I’ll make those decisions,’ and then informed his team that they would indeed take on the Pepsi project. To solve for the time, space and money challenges, Disney devised a boat ride through a canal, surrounded by animated dolls from around the world. The dolls sang a song that Disney commissioned the Sherman brothers to write. As Disney described the concept of the exhibit to the Shermans, he explained ‘It’s a small world after all.’  That, of course, became the name of the song, and the ride itself.

The World’s Fair exhibit was a resounding success for Pepsi and UNICEF. Today, almost 55 years later, that boat ride is still one of the most popular attractions at Disney World.  And its theme song is known around the world.


Your next great opportunity may show up at your doorstep wearing a really short deadline. But don’t be too quick to shoo it away. Don’t focus on all the reasons you can’t take on the challenge. Focus on the possibilities. That opportunity just may turn into the greatest thing you’ve ever done. But if you truly can’t find a way to make it work, send it my way. I love a short deadline after all.

The 2 Things You Can’t Google.

Do you remember life before the internet? Back in the day, when you had a question, you just had to guess what the answer was. Or you could spend a lot of time searching for answers with primitive tools. Like books and microfiche.

Now, the detailed answers to our most random questions are literally everywhere. We have harvested all human knowledge and loaded it onto the internet like stacking hay in a barn. Anyone with a smart phone has access to that barn and all the information in it anywhere, anytime. Yes, the barn door is always open.

The Google

Today, if you have a question you simply google it. Where did Humphrey Bogart and Lauren Bacall get married? (Lucas, Ohio). What was the first interstate school district in America? (Norwich, Vermont and Hanover, New Hampshire). What is the air-speed velocity of an unladen swallow? (African or European?) Curiosity, and the ability to satisfy it, is the driving force behind Google’s success.

Curious Mind

I recently read Brian Grazer’s book, A Curious Mind. He positions himself as a modern-day Curious George (my words, not his). The Graze (my word, not his) credits his curiosity, not his creativity, as the driving force behind his Hollywood success. His curiosity lead him to interesting stories that turned into blockbuster movies like A Beautiful Mind, Backdraft, 8 Mile and The Da Vinci Code.

Curiosity also led him to push the limits of what hair gel can do. He talks about that in the book too. But you can just look at the picture below to find the answer.410161296_hr

However, one of the most interesting elements of the book was Grazer’s, statement about where Google’s supreme powers stop. He writes:

There are two things you cannot google.

  1. Answers to questions that have not been asked.
  2. New ideas.

Unasked Questions

If you are the first person to ask a question, the best search engine to find the answer is you. Don’t stop because the answer doesn’t exist. These are the most important questions to answer. And once you do, you get to pitch the answer into the haymow of knowledge to benefit the rest of humankind.

New Ideas 

You can’t google a new idea. You have to invent it. You have to do the work, the thinking, the ideation yourself. Only the human brain can come up with valuable new ideas. There will always be a great need and great value for those who can create a new idea, not simply blow the dust off of an old one.

More importantly, there are new ideas that can only be created in your mind. Yes you. The person reading this. Just like no two snowflakes are alike, no two minds are alike either. Your mind is formed by your unique combination of thoughts, perspectives, experiences, readings, learnings, language, friends, physiology and chemistry. Which means that despite the fact that there are 8 billion people on this planet, there are ideas that could only possibly come from you.

As the Founder of the advertising and idea agency, The Weaponry, I am constantly wowed by the power of the human mind. The power of the new idea. The power to create new things, new thoughts, new connections. There is so much still to come.

It is up to us to create new innovations, new stories, new humor, new lessons, new solutions to old and new problems alike. Stay curious and you will discover the new ideas yourself. Those ideas, your ideas, have the power to change the world. Which means the world may soon be googling you.

What’s even better than saying ‘No!’

Ever since I started the advertising and idea agency, The Weaponry, the comment I hear most often is:

It must be nice to be in a position to say “No”.

As employees, most of us feel we don’t have the right to say things like:

  • No, I don’t want to work on that project.
  • No, I don’t want to work those hours.
  • No, I don’t want to work with that client.
  • No, I don’t want to go on that business trip to Newark, again.
  • No, I don’t want to partner with Stinky Frank the close-talker.

There are plenty of benefits to being an employee. But you have to do what the job requires.

However, now that I am a business owner, the ability to say ‘No’ never crosses my mind.  Sure, I’ve heard in-demand artists, actors and musicians talk about being able to say no to opportunities. I know doctors that no longer take new patients (and I kind of hate them for it).

I like having more control over the work my team does. But I approach the opportunity from the opposite direction.

Saying YES!

The best thing about owning your own business is being able to say ‘Yes!’  I like to help people as much as I can. So now I say Yes! more than Meg Ryan in the diner scene in When Harry Met Sally. (I’ll have what she’s having).


  1. I  get to say Yes! to obscure requests.
  2. I get to say Yes! to small projects.
  3. I get to say Yes! to huge projects.
  4. I get to say Yes! to ultra-fast turnaround projects.
  5. I get to say Yes! to demanding celebrities who have unique pet projects.
  6. I get to say Yes! to startups who don’t yet have the money our work is truly worth.
  7. I get to say Yes! to novel partnerships with other agencies and organizations so that we can both take on bigger challenges together.
  8. I get to say Yes! to clients who have never worked with a team like The Weaponry and have no idea how to get started.
  9. I get to say Yes! when The Weaponry is the mistress agency that gets involved when the client’s lead agency can’t or won’t do what they need.
  10. I get to say yes to projects that are less that $2 million, less that $200,000, less than $20,000 and less than $2000.

Saying Yes! makes me happy. It makes me feel empowered to help. It allows me to work with the people I want to work with, and make decisions that are not driven first and foremost by the income I receive today.  It allows me to think about long-term benefits. It allows me to find creative ways to get important work made. It forces me to think creatively. Which is what people come to The Weaponry for in the first place.

If you are looking for more happiness, find more ways to say yes. Help more. Enable more. Get creative more. The world looks better when you are looking for possibilities.

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