This is a timed brainstorm exercise typically used in design sprints that product managers can leverage during the ideation phase. This exercise consists of three phases.
In the first phase (3 minutes), generate associated nouns and verbs related to the topic.
In the second phase (12 minutes), randomly select three items from the list generated in phase one, and develop relevant concepts based on what's selected.
Finally, in the third phase (3 minutes), present the ideas.
The 3-12-3 brainstorm exercise uses timing restraints to force ideas into reality. Great product managers should recognize if the ability of the team is suited for a timed exercise like this. Other great ideation exercises include
Crazy 8's, and
Worst Possible Idea.
