Mind Mapping in Marketing Part I (Deer in the Headlights)

To understand what a mind map is can be a little difficult at first, but once you get the idea, you’ll realize that there are dozens, if not hundreds of applications for them.

Simply put, a mind map is a diagram, started around a single word or idea, linking tasks, ideas, words etc to that idea and to each other. Ideally, when you first put down your thoughts, you use what’s called a “stream of consciousness” approach. This means any idea that pops into your head while considering the central subject shouldn’t be discounted. A definition and history of the mind map is at Wikipedia.

When considering putting a marketing (or any other) plan together, especially if you’re thinking about employing new technology, new techniques, or just want to leave no stone unturned, a mind map can be a very effective and cheap tool to get you going.

Mind mapping techniques are used by large corporations, small companies and individuals. The approach can work with in team environment or if working alone. One of the beautiful about mind mapping is that there aren’t too many rules to worry about and you don’t have to be an expert.

There is software that allows you to develop your mind maps on your computer. I’ve listed some of them below. I prefer introducing people new to the concept, to the tried and tried “sticky note” approach. It’s easier than using a sheet of paper and provides the flexibility for you to add things “ad hoc”, take up an entire wall and not worry about having to learn new software when you have more important things to think about.

So, got a pen and stack of stickies? Got an empty wall you can borrow?

Let’s get started.

Write down your first idea. Let’s assume it’s “marketing”. Put it on a sticky note and put it on the wall.

Now, what is the first thing you think about when you see that word?

Blogging? Flyers? Website? Social Media? Sushi?

The important thing is to write down each thought on a note, no matter how irrelevant it may appear to be. I only half-jokingly added sushi to the list. If you thought of something obscure, there may have bee a very good reason for it. Perhaps, to take my idea a step further, I thought about sushi because I know a friend who likes sushi and I haven’t seen him for a while. Ha! Must get in touch with old contacts.

New idea: old contacts : write it down, put it on the wall.

The most important thing, as I emphasized earlier, is to not rule out anything. Write it down and put it up there. If “private jet” it is, then “private” jet it shall be. It might end up in the “things to do in 2020” pile but you’re letting your mind wander and the jet popped in there for a reason…

If, while you’re performing this exercise, you come across a task that can be broken down further, you have a couple of options: you can write a small note on the big one, or use separate notes for each part of the idea. Just don’t get bogged down in detail. We’ll flesh out the ideas a little later.

What you’re building is a mind map without the lines connecting the ideas. We’ll do that in the next step. You’ll form relationships between the ideas, begin to categorize and prioritize your ideas, and begin putting a plan together.

The beauty of this process is that you can add ideas any time. At some point, you’ll have to stop and focus on what you’ve got, but new ideas will continue to arrive as your creative juices start flowing. We even have a solution for that so we don’t waste anything.

I will post part 2 shortly.

In the meantime, some excellent resources:

• A history of mind mapping on Wikipedia
• Software : I would avoid getting software if you’re not familiar with the process of mindmapping or if you’re not comfortable with new software. You don’t want to add stress to your planning in which case we’ll stick to my old fashioned method.
• Mindjet MindManager
• MindMapper Professional
• A great blog post by Nicola Lane: Using Mind Maps To Write Articles