Here’s a confession: most brainstorms are boring. They follow the same predictable paths, lead to the same tired ideas, and leave everyone feeling uninspired. That’s because they focus too much on staying on track. But the best ideas—the ones that redefine brands and launch viral campaigns—don’t come from staying on track. They come from going off the rails.
Enter the Scatter Method, a framework for turning tangents, randomness, and “what if?” moments into marketing breakthroughs. It’s about embracing the unexpected and channeling chaos into gold.
Why the Scatter Method Works
The Scatter Method thrives on tangential thinking—the art of connecting unrelated dots to uncover new perspectives. It works because:
- Creativity isn’t linear: Great ideas don’t follow a straight line. They zigzag, spiral, and leap.
- Constraints kill innovation: When you box yourself into “industry norms” or “proven strategies,” you miss out on what’s possible.
- Audiences crave novelty: The unexpected grabs attention and sticks in memory.
By following tangents and exploring unrelated ideas, you create campaigns that stand out in a sea of sameness.
Case Studies: Tangents That Became Gold
1. Spotify’s “Wrapped” Campaign
The idea of recapping your year in music wasn’t a direct response to the streaming wars. It was inspired by yearbook culture—a tangential concept that resonated with audiences. By tapping into nostalgia and personalization, Spotify turned an end-of-year recap into a viral sensation.
2. GoPro and the User-Generated Revolution
GoPro didn’t invent extreme sports. But they realized their customers were doing incredible things with their cameras. The result? A tangential pivot to user-generated content as their primary marketing engine, turning customers into advocates.
3. Airbnb and Experiential Marketing
Airbnb didn’t start as an “experience” platform. But by tangentially thinking about what people really wanted when they traveled—authentic connections and unique moments—they unlocked an entirely new revenue stream.
The Scatter Method Framework
Here’s how you can bring the Scatter Method into your brainstorming sessions:
Step 1: The Tangent Starter
Start with a random input—a word, object, or concept unrelated to your industry. For example: rollercoaster. Now, ask your team: What does this make you think of? How could this connect to our brand?
- Rollercoaster → Thrills → Emotional highs → How can we create emotional spikes in our next campaign?
Step 2: The “Yes, And” Rule
Borrowed from improv, this rule ensures no idea is shut down too early. Build on every suggestion, no matter how wild. For example:
- Idea: “What if our brand had a mascot?”
- “Yes, and the mascot is a time traveler.”
- “Yes, and they could show how our product has evolved over the decades.”
Step 3: Reverse the Norm
Take something standard in your industry and flip it. For example: Instead of launching a product, what if you threw a retirement party for its outdated predecessor?
Step 4: Connect the Dots
Once you’ve scattered ideas, step back and look for connections. How do these tangents tie back to your audience’s emotions, desires, or pain points?
Step 5: Test the Wildest Idea
The Scatter Method thrives on experimentation. Pick the most out-there concept and test it. Even if it doesn’t work, the process will uncover insights you wouldn’t have found otherwise.
How to Implement the Scatter Method in Teams
1. Set the Stage
Create a space where tangents are celebrated, not stifled. Encourage wild ideas and make it clear there are no “wrong” suggestions.
2. Use Tools to Spark Creativity
Provide tools like word generators, random images, or unrelated industry case studies to kickstart the process.
3. Mix Up the Team
Invite voices from outside your department—or even outside your company. A software engineer might have a killer idea for a social media campaign.
4. Build in Reflection Time
After a scatter session, take a break. Let ideas marinate before you decide which ones to pursue.
Turning the Scatter Method Into Revenue
- The Idea Accelerator Program: Offer deeper training for companies ready to embed the Scatter Method into their culture.
- Workshops and E-books: Share the step-by-step framework in a downloadable resource or live training.
- Consulting Services: Help startups and creative teams stuck in linear thinking break free with custom scatter sessions.
The Big Idea: Embrace the Tangent
The Scatter Method isn’t about chaos for the sake of chaos. It’s about embracing the unexpected and turning it into something meaningful. It’s about realizing that the idea you didn’t plan for might just be the one your audience will never forget.
So, the next time you brainstorm, don’t fight the tangents. Follow them. Scatter your thinking, and see what gold emerges.
