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Debra Newton, CEO of Newton Interactive, has created 'idea days' to get her
nontechnical employees involved in idea generation.
Hands On
Sure, new ideas are important, but how do you get employees to set aside time
to brainstorm? Debra Newton, CEO of Newton Interactive, in Pennington, N.J.,
designates certain days each quarter as "idea days" during which an entire
department of employees will scan the Web researching the same topic and report
back on what they have found. Newton says the research duties rotate through
the company's departments and are particularly helpful in getting nontechnical
people involved in idea generation. "I have a strong belief that everyone can
participate in creative brainstorming," she says. "It's not always the creative
director who's responsible for design changes." The research also helps the
nontechies have informed discussions with clients.