At times, the idea that group brainstorming is ineffective for generating creative solutions surfaces in popular discussions. But this claim can oversimplify the truth. Groups are fully capable of producing innovative and practical ideas through brainstorming.
The key lies in following specific guidelines to ensure the process is effective. When brainstorming sessions are conducted without structure, clear rules or a skilled facilitator, their potential diminishes significantly.
Without these elements, sessions can devolve into chaotic free-for-alls that fail to drive projects forward, or, conversely, into dull and uninspiring exchanges that sap energy and enthusiasm—both scenarios ultimately stalling progress. For those who know that brainstorming is just one technique in a creative thinking toolbox, excuse the shortcut. Most people think of brainstorming as any idea generation, which is how we are using it here.
To help accelerate the success of your brainstorming sessions, here are 10 tips that can help eliminate the unnecessary level of chaos and provide the strategic momentum you are hoping for.
1. Free yourself from fear
It is very difficult for people to share ideas if they are concerned about possible negative consequences. For brainstorming to be effective, a process and setting that helps get past the fear are critical. One key in creating this setting is to prohibit any evaluation (even positive evaluation) during idea generation.
2. The power of the group
Build, combine and create new ideas in the moment—don’t just collect ideas people have already had. The building and combining is where the magic happens. Occasionally break into pairs or small groups, which will encourage even more sharing and combining of ideas.
3. Get some outside stimulus
Asking the same group to sit in the same room and review the same information is not a recipe for success. Talk to your customers and other experts, and explore how other industries are doing it. Have the meeting outside the office. There are countless ways to shake things up; try something new every time.
4. Encourage the crazy
Everyone has heard someone say, “Every idea is a good idea.” Enter the collective eye roll. While every idea is not a practical idea, it is true that every idea can prompt additional ones. Sometimes, the ideas tossed out as jokes can spark a new direction and winning idea. So, encourage and use every idea, even if only for creative fodder.
5. It’s a numbers game
The more “at bats” you have, the more likely you are to hit a home run. So, drive for a quantity of ideas and ensure the session is long enough to generate a lot of them. If you only spend 10 minutes on brainstorming, don’t expect great results.
6. The funny factor
Humor stimulates creativity, so let it happen. An easy way to kick off a session is to have everyone introduce themselves by answering a fun or silly question. Some of the responses could even start sparking real ideas for the session.
7. Homework required
Both individual and group efforts are critical for success. Expect and insist on individual preparation in advance and follow-up afterward. Ensure everyone knows the goal in advance, and ask them to do some homework before they arrive. When the session is over, create an action plan that allows ideas to continue being shaped and added to as you move forward.
“Build, combine and create new ideas in the moment—don’t just collect ideas people have already had. The building and combining is where the magic happens.”
8. No amateurs allowed
Effective brainstorming requires knowledge and skill to participate and facilitate. It is a completely different set of techniques and expertise than running other meetings. If you don’t have a facilitator with the skill to train the group and run the session, hire one, or get some training to develop the skills internally.
9. If it looks like a duck, doesn’t act like a duck, it’s not a duck
If you cannot or do not intend to follow the guidelines for successful brainstorming, don’t call it brainstorming. If your brainstorming session is not organized and structured appropriately, everyone in the room will feel how ineffective it is. And nobody will want to attend the next session. Set yourself up for success or don’t bother.
10. You’re not done until you decide
We have all been in this situation; it’s the end of a brainstorming session and we’ve created a long list of ideas that someone volunteers to organize. And that’s the end. Remember to plan time for—and require—the group to do some prioritizing of the session ideas. Spend at least an equal amount of time on converging as you do on diverging. If you generate ideas for an hour, spend an hour on selecting, clarifying and refining ideas.
Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, she brings a scientific foundation to enhancing human creativity. To learn more, visit SusanRobertsonSpeaker.com.
