An interesting and somewhat handy implementation of your great brainstrorming tips.

It can spawn many ideas, just by looking at bizarre combinations.

It goes into my bookmarks anyway :)

Please do all try this tool out - I'd love to hear any constructive feedback. I've realised from some feedback I've received from other quarters, that I'm wrongly presuming most people are familiar and comfortable with random word and associative brainstorming techniques. It's easy to see this tool as a "broken idea generator" rather than a useful thought-starter. Below is something I posted to Ad-Rag in response to someone who was (understandably) having some problems seeing how the tool was useful in generating ad ideas for an organic cosmetics product because it would throw up such unhelpful suggestions as "imagine a scenario with organic makeup and a baseball bat"...

"I’m thinking that I probably need to write a more substantial introduction on the site. The key thing I should point out about Mouse Brains is that it’s only a simple tool designed to go a few short steps beyond the classic random word and word association brainstorming techniques. Go here: http://creativebits.org/toolbox/solitary_brainstorming_pairing/ for an excellent description of one such technique. Mouse Brains is not about generating finshed ideas. What you get out of it really depends on how you approach it and the thinking you’re prepared to apply to the stimuli that the tool produces. While some of the sentences may seem to make only a small amount of sense, they are only meant to be the very beginning of the thinking process. Another great reference about using such seemingly non-sensical stimuli can be found here: http://en.wikipedia.org/wiki/Lateral_thinking#Provocative_operations. If we take a sentence that asks you to imagine a scenario involving your product, “Organic Makeup,” and a “baseball bat," then on the face of it, you have a non-starter… But you could let your mind probe that idea – how about some kind of surreal sporting event: beautiful models walking into an ethereal arena (I can see something shot by David Lachapelle in my mind’s eye right now) – your target audience likes fashion and beauty, but I’m sure that the aesthetics of players in shorts is also of interest – you can generate great cut-through with your ads by keying into target audience interests that are NOT directly related to your product. Then again that might be the wrong direction entirely, that’s what the “refresh” button is there for (-: Another thing to note, is that it’s not productive to go through every sentence – just skim through and pick one that’s of interest. The different sentences are designed to elicit different ways of thinking about your problem – some focus on your target audience, some on your product, some on the things that are stopping your target audience from making a purchase. Hope that helps."