We all know that ideas are the currency of the modern economy. So whenever we’re in need of new ones, we dutifully round everyone up for some caffeine-fueled sessions with the white board.
Halsbrook, an online clothing retailer that targets the 40-ish, fashionable woman, is no different. Founder Halsey Schroeder says that at first, she tried the standard approach: "Let’s all come and have some general blue sky ideas of how to improve the company!"
But she soon realized that these discussions were "super unfocused," she says. "Open-ended doesn’t work." So Schroeder and her team tried a different approach to brainstorming that’s helped them grow 20% per month over the past year. Here’s what they do:
Schroeder and crew choose a topic for each innovation meeting. An early one defined—in detail—who is the Halsbrook woman. Another focused on customer retention. Another looked at the user experience.
Everyone is supposed to come with two to three ideas that they’ve thought through. "It can’t be from the seat of your pants," Schroeder says. What other online retailers have tried what you’re proposing? How did it work for them?
Halsbrook meetings start randomly. "We pick somebody to start and cold call on them," she says. If you never know when you’ll be presenting your ideas first, you’ll probably have them ready to go.
There are always people who don’t like speaking in groups, and there are always people who like to attack or inflate everything based on the person who said it. Get everyone’s ideas first, and put them up on the board, where ownership is less immediately important.
After the ideas are up on the board? Have at them. "We have a giant profile of the Halsbrook woman that sits above my brother’s desk," says Schroeder (he works at the company, too). "Whatever we come up with at our meeting, when our white board is filled, we say this is our customer, and translate how this affects our customer. Here’s our customer, here’s how she uses technology, is this going to help her or not help her?"
There are downsides to being a small startup, but "the good part is being able to make decisions quickly," says Schroeder. If too many ideas get shelved, then people stop trying. "We can actually do what happens in a meeting. And when people feel that kind of agency, it’s kind of fun to come up with ideas."