Case Study: Teaching Brainstorming Through Play—The YD Ventures Innovation Seminar Parody

Overview:
In 2013–2014, I developed an immersive workshop experience under the guise of a fictional company, YD Industries, and its satellite VC firm, YD Ventures. This satirical innovation seminar was designed to covertly teach participants effective brainstorming techniques, teamwork, and rapid prototyping, all through the medium of play.

The Concept: Satire Meets Skill-Building

Performing as "Steve Musselman," SVP of Marketing & Prototype Deployment at YD Industries, I led sessions that began with a parody-laden presentation extolling the company's fictitious history and innovation methodologies. This humorous setup served to lower inhibitions and foster an open, creative environment.​

The seminar culminated in interactive exercises where participants engaged in:​

  • Collaborative Brainstorming: Generating unconventional product ideas within a playful context.​

  • Rapid Prototyping: Building quick, low-fidelity models of their concepts using everyday materials.​

  • Team Challenges: Participating in group problem-solving tasks to enhance ideation, cohesion, and communication.​

This approach aligns with the principles of "serious play," where structured, playful activities are utilized to solve complex problems and foster innovation.

Results:

  • Media Recognition: The project garnered attention, including coverage in a Forbes article, highlighting its unique blend of entertainment and education.​

  • Participants reported having insane amounts of fun and learning tangible insights into the innovation process, applicable to real-world scenarios.​

  • This case study exemplifies the power of integrating play into professional development and how that can teach complex skills engaging and tactilely.

Group of people in a room sitting around tables, raising their arms in a celebratory gesture.
Portrait of a person named Steve Musselman with professional and personal details listed. He has worked at YDI for 9 years as SVP of Marketing & Prototype Deployment. Holds an MBA & MMA from New Planton Technical Institute. Family includes 1 wife and
Group of people collaborating on writing ideas on blue paper, wearing casual clothes indoors, in a workshop setting.
A group of people attending a workshop or meeting where presenters are discussing ideas displayed on large blue sheets of paper taped to a wall.
Group of people posing indoors, laughing and cheering, some with name tags, in front of a black wall with blue papers taped on it.
Two sheets of paper with handwritten notes. Left sheet has a list titled "DUCKS" with tasks like "LAP SIT," "NOMINATE FOREMAN," "ARGUE (BITTERLY)." Right sheet shows a hand-drawn shield with quadrants including a duck, text "THERE IS ONLY TRY," and o
Child with glasses holding a program for "YD Industries: How to Fail" event, dated February 24, 2014, in San Francisco, CA, Group 3.
Person performing a trust sit exercise near a metal chair, demonstrating support and balance.
Promotional poster for YD Industries with the slogan "A Culture of Innovation," listing various benefits and activities.