Meet Willemijn: Unlock innovation through the power of creative problem solving

How can you take brainstorming sessions to the next level?

As a CX Consultant, I regularly organize creative sessions for GriDD clients. Organizations often have problems that require a solution. In this case, a brainstorm is quickly scheduled in a brightly lit meeting room. There is no time for crazy plans, because everyone has to move on quickly. I try to break this pattern. Instead of hastily doing a brainstorm, I first take a step back. I always start with an exploratory research: what is going on, from which perspectives can we look at the issue, do you know the market well and what research has already been done? This helps to avoid treating the symptoms and go straight to the core of the problem.

I always use the example of a session I once did for a Chinese organization: They wanted to conquer the Dutch market with their shared bicycles, but had not investigated how Dutch cycling culture works. For example, they found the high-level bicycle racks dangerous, while we are perfectly used to that in the Netherlands. Once we discovered that, it became much easier to come up with solutions.

How do you stimulate creativity and innovation?

Once the core problem is clear, I take the next step. I have participants write post-its with solutions and take inventory of the obvious ideas. Then I ask provocative questions, such as “how can you make this problem ten times worse?” This produces crazy answers and this is the moment when people normally say: “the level is dropping, the ideas are depleted.” But then you have to persevere, because only after this phase do the innovative ideas come.

I also like to use artistic tools. I have people draw, craft or build with LEGO. By working out solutions visually or in 3D, your left and right brain hemispheres connect and the best ideas emerge.

What method do you use that people are not used to at all?

To go even deeper, I use meditation exercises to tap into the intuition of participants. Often people are not used to this at all, but your subconscious works two hundred thousand times faster than your ratio. Meditation helps to draw on this and works excellently in developing propositions and visions. You often already feel which way it should go, but in the daily hustle and bustle you do not get there. How nice is it to close your eyes for a moment during your workday and let yourself be carried away by a guided meditation?

What do you do in your free time with creativity?

I like to be artistic and find inspiration in watercolour painting and drawing. It gives me peace and headspace to be creative. In addition to painting, I like to do crafts; I am currently busy putting together a small miniature world for my bookcase between the books. Like my colleague Julia, I believe in the power of images, and using this creativity during sessions often takes the solutions to a higher level.

Willemijn works at GriDD as a CX Consultant and facilitator and is therefore experienced in facilitating workshops, creative sessions and strategy sessions. Contact her if you want to know what she can do for you!