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THE DETONATION SEQUENCE

A Process for Idea Generation

The Detonation Sequence

This is your roadmap for a creative session that actually works. Six phases, two days, one simple goal: turn a blank page into ideas worth making. Follow the steps, trust the process, and watch what happens when you stop trying to be brilliant and start being productive.

SESSION TIME 00:00:00
The 6 Phases
1

Load the Chamber

30 minutes
Load the Chamber

Brief the team and share everything they need to know about the product.

  • Write the Strategic Anchor question on the wall
  • Brief the team on the product truth
  • Share stimulus: competitive work, cultural references, user insights
  • Get everyone literally handling the product if possible
2

Rapid Fire

60 minutes
Rapid Fire

Use the triggers to generate as many ideas as possible. Don't stop to judge them.

  • Set timer for 60 minutes
  • Work through triggers in Category A, then B, then C, etc.
  • Spend 5-7 minutes per trigger
  • One person captures everything—words, sketches, whatever
  • NO DISCUSSION of idea quality
  • "Yes, and..." responses only
  • Target: 100+ raw ideas
3

Cooling Period

Overnight
Cooling Period

Take a break. Sleep on it. Come back tomorrow with fresh eyes.

  • Stop
  • Let ideas rest overnight
  • Subconscious continues working
  • Return fresh
4

Controlled Detonation

90 minutes

Go through all your ideas, group the similar ones, and pick the best to develop.

  • Review all captured ideas
  • Group similar ideas together
  • Each person identifies their top 5 that make them smile
  • Discuss why those ideas work
  • Identify the ideas that could be "big"—campaignable, extensible, ownable
  • Select 3-5 for development
5

Structural Engineering

2-3 hours
Structural Engineering

Take your selected ideas and work them into proper, presentable concepts.

  • Write the idea in one sentence
  • Sketch the simplest possible execution
  • Identify what makes it work (the mechanism)
  • Explore variations
  • Pressure-test: Does it ladder to the strategy? Is it legally ownable? Is it producible?
  • Refine language: Headline, tagline
6

Explosion Test

Variable
Explosion Test

Score each idea against 8 criteria to see which ones are actually good.

  • Score honestly against all 8 criteria
  • Kill weak ideas mercilessly
  • Refine survivors
See the full Explosion Test →

The Timeline

DAY 1
Phase 1: Load 30m
Phase 2: Rapid Fire 60m
OVERNIGHT
Phase 3: Cooling Period —
DAY 2
Phase 4: Controlled Detonation 90m
Phase 5: Structural Engineering 2-3h
Phase 6: Explosion Test —