As a facilitator, you’re usually told who’s attending an idea generation workshop. However, sometimes you’re asked who you should include on the invitation list. If you get a choice, then here’s who I’d recommend you invite.
1 The Brand Team
Of course, these people are essential. They understand the brand, its history and its strategy. They’ll also be responsible for executing the ideas during the post-workshop phase. As well as the brand management team, involve people from sales/category management. Often there’s a fault line between these two functions. Inviting both along to an idea generation workshop can help heal these rifts.
2 Subject Matter Experts
These are people who know the category really well. They could also have a technical or research background. They bring gravitas and knowledge to the proceedings. They’re particularly useful when discussing feasibility or action planning. They’re usually forgotten when thinking about workshop participants, but often they’re the most creative. And they enjoy being involved.
3 Naive People
Outsiders bring freshness and open-mindedness to the session. They feel able to question the fundamentals and can bring an external perspective. They may be naive about the topic, but they can bring expertise from other markets and experiences. This adds richness to the conversations and ideas that are generated.
4 Your Target Audience
These people consume your product/service, so they know it really well. This means they’re uniquely placed to develop and build ideas from a user perspective. As they’re not part of the brand team or organisation, their views are not constrained by a corporate filter.
5 Professional Creatives
Whilst we all have creative capabilities, some people are creative for a living. Typically these are designers, illustrators, copy writers. They can add real creative firepower to a session, particularly those who are capable of visualising ideas. The way they bring ideas to life during a session adds drama and excitement.
In Summary
In creative workshops, invite as many people as you can. The more the merrier. These sessions require energy and intensity. This is easier to achieve with a large cast. As well as large numbers, diversity is key. Young and old. Naive and expert. Consumers and brand owners. When a large number of eclectic voices collide, you’re likely to come up with something new and interesting.