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Brainstorm Technique #9 – SuperModding




Brainstorm Technique: SuperModding

A super modified race car looks very similar to a standard car, except one or two attributes are exaggerated. Whether it’s a big, shiny engine or an enormous wing on the top of the car, it’s hard to miss. With supermodding, you apply the same basic process to the subject of your brainstorm session.

Ideal Activity For:
concept development, exploration of existing concepts, idea generation, product differentiation, line extension

Brainstorm Tools:
2-3 easel pads
permanent markers
small to medium sized meeting space

# of Participants:

How To Brainstorm With SuperModding:

  1. Review the Brainstorm Bill of Rights
  2. Review the Brainstorm Prep Checklist and answer the appropriate questions
  3. Gather supplies and book a small to medium sized conference room

Brainstorm Intro: (approx. time varies by experience level)

  1. Review Brainstorm Bill of Rights with participants
  2. Establish the goal of the brainstorm by discussing the BrainBrief™
  3. Kick-off the meeting with an Icebreaker (if needed)

Brainstorm Part 1: (approx. 7-10 minutes)

  1. Begin with a quick brain dump of attributes of the subject of the brainstorm session
  2. Invite participants to shout out any attribute they can think of whether it’s a physical, emotional or other type of attribute
  3. Record all the suggested attributes on an easel pad

Brainstorm Part 2: (approx. 8-15 minutes)

  1. Break the brainstorm session into small groups of two members
  2. Quickly review the suggested attributes and assign one attribute to each group in the brainstorm.
  3. Encourage them to spend the next few minutes discussing what the idea would be like if their assigned attribute was pushed to one extreme or the other. For example, if our product was dog food and our attribute was “portion size”, what would a dog food that offered more food than your dog could possibly eat be like? How would it be packaged? What would the ads say?
  4. Make sure that each group has assigned one person to capture their thinking on paper.

Brainstorm Part 3: (approx. 15-20 minutes)

  1. Reassemble as a large group and invite each brainstorm team to share their favorite 2-3 ideas with the group.
  2. Once each group has finished sharing their ideas, invite other teams to build and develop ideas.
  3. Select favorite ideas and discuss how they can be refined to fit the subject of the brainstorm session as it currently exists or discuss what simple modifications can be made to the product to bring it more closely in line with the idea.

Brainstorm Part 4-5: (approx. 30-45 minutes)

  1. As time permits, revisit Parts 1-3 to develop more attributes.
  2. After each round, consider reorganizing teams to provide fresh thinking for each round.
  3. Once new teams have been formed, assign a new attribute to each group.


  1. Thank all the participants for their input
  2. Select concepts for further development  (can be done alone or as part of the group)
  3. Be sure to capture all the notes and take them with you. It’s often easiest to take digital photos of the sticky note groupings for reference at a later date.


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