During a brainstorm I often find that an idea (or broader concept) is created that can be easily developed into more ideas by merely replacing one word in the idea. I call this the listing point; clever thought experiments and cerebral dexterity are forgotten for the moment and the focus is one activity alone -- listing.
Suppose I have created the idea "Put adverts for hangover remedies on the bottom of beer bottles (or glasses)". I can step up to a broader concept level with a directive such as:
Put adverts in an unusual place
Now at the listing-point all I have to do is make a list of places and then consider if each of the places could be an interesting location for an advert.
List George place
Possibilities: George Harrison's house. The "By George" clothing section of ASDA supermarkets. George Galloway's constituency. The Big Brother house (George Galloway was a housemate in Celebrity Big Brother).
List light place: a street light, the London Planetarium, the sun, lampshade section of a shop. Oxford Street at Christmas.
With a gun-to-head mentality I ensure that I force an idea from each of the places listed:
The blue plaque on George Harrison's house could be shaped like a guitar, with the body providing the information and the fretboard showing an advert for a guitar shop (sacrilegious, I know).
The mirrors in the changing-rooms of the "By George" clothing section could have adverts for image consultants.
George Galloway's office could advertise cat food (what else?)
The joy of the listing-point is that I can continue listing all day and I know that ideas will result; I can expect a high "failure rate" but I know that quantity eventually breeds quality. Here are some recent ideas I've created by considering interesting places to put adverts:
Adverts for headache remedies on the soles of a boxer's shoes.
The white sphere of a nuclear power station painted to resemble and advertise a make of golf ball.
The phone number of taxi cab offices on the bottom of glasses.
Adverts (for any product) on the walls of the tunnels on the underground.