Be careful what you ask for. The final instalment of the Speed Bring Your Kids to Work Day was a brainstorm around a new launch.

We chose something suitably child-friendly – a new family theme park – and the creative juices started to flow. In true brainstorm fashion, there were no bad ideas. And in true brainstorm fashion, this was just as well.

What was striking as the maturity of the ideas, the way they were articulated and the thinking behind them.

So our new theme park will: have bikes to get visitors around, better picnic food, entertainers in the queues (being British, there were no solutions to getting rid of the queues) and a scary theme. Celebrity support at launch would come in the shape of none other than Mr Ozzie Osborne, and the big idea was stunning: leave a yet-to-be-designed ride and run a national competition to design it. The winning idea gets built.

Simple. Effective. Practical. Well, two out of three ain’t bad.

The ‘strategy’ was equally simple: play on the scary theme and go large. Celebs who love scary rides would be given VIP passes and encouraged to spread the word, each ride would be profiled and have a suitably scary name.

This would generate coverage in the press (papers, TV, radio) and there’d be a roadshow round the schools with some educational stuff (scary animals were mentioned – pretty sure they weren’t referring to the younger sprogs wreaking havoc at Speed).

All in all, an illuminating session. And not so very different from working with the grown-up kids who call Speed home.