The Secrets of Visionary Thinkers 10 Rules For Brainstorming Success

by Susan Robertson.

Throughout history, It’s been said that group brainstorming isn’t effective at generating creative solutions.  That assertion is erroneous for a variety of reasons.  Groups can – and do – successfully brainstorm creative and useful solutions.  

Research does show that effective brainstorming requires adherence to some specific guidelines.  If it’s done without guidelines, and the sessions are run by people with no knowledge of how to do it well, it will be significantly less effective than it could be.  

Sometimes, brainstorming will result in unrestrained chaos with no momentum to move the project forward. In other instances, it will just be boring, resulting in a lack of momentum. For those who know that brainstorming is only one technique in a creative thinking toolbox, please excuse the shortcut.  Most people think of brainstorming as any idea generation, and that’s the way it’s used here.

So, how do you set up your brainstorming sessions for success?  Follow the rules.  They will see you safely through the necessary level of chaos, to the strategic momentum you’re hoping for.

1. Free them from the fear.  It’s very difficult for people to share ideas if they’re concerned about possible negative consequences.  A process and setting that helps people get past the fear are critical for brainstorming to be effective. One key principle in creating this setting is to prohibit any evaluations, even those that are positive, during idea generation.
2. Use the power of the group.  Build, combine, and create new ideas in the moment.  Don’t just collect ideas that people have already had.  The building and combining is where the magic happens.  Occasionally, break up into pairs or small groups.  This will encourage increased sharing and combining of ideas.
3. Involve some outside stimulus.  Asking the same group of people to sit in the same room and review the same information they’ve seen before is unlikely to result in exciting, new ideas.  Talk to your customers and other experts, and explore how other industries are achieving success.  Host a brainstorming meeting in the park or a museum.  Bring toys into the room. There are countless ways to shake things up; try something new every time.
4. Encourage the crazy.  Everyone has heard someone say at the beginning of a brainstorming, “Every idea is a good idea.”  Often, this causes a collective eye roll because no one believes that. While it’s not true that every idea is a practical idea, every idea can indeed offer useful stimulus for additional ideas.  Sometimes those ideas that are tossed out as jokes can be the spark that leads to a new direction and a winning idea.  So allow, 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 the quantity of ideas.  Ensure the session is long enough to generate lots.  If you only spend 10 minutes brainstorming, don’t expect great results.
6. Laugh a lot.  Humor stimulates creativity, so let it happen.  To start a session, have everyone introduce themselves by answering a fun or silly question.  One example you could use in the fall: “What’s something you DON’T need more of during the holidays?”   Some of the answers may even start sparking real ideas for the session!
7. Homework is 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 of the session, and ask them to do some homework before they arrive.  When the session is over, create an action plan that allows ideas to be shaped and added on as you move forward.
8. It’s not for amateurs.  Effective brainstorming requires knowledge and skill, to participate and especially to facilitate. It’s a completely different set of techniques and expertise than running other types of meetings, so don’t assume you can do it well just because you can run a great meeting.  If you don’t have a facilitator in your team with the skills needed to train the group and run the session, hire an external one or seek training to develop the skills internally.  
9. If it looks like a duck but doesn’t act like a duck, it’s not a duck.  If you can’t or don’t intend to follow the guidelines for successful brainstorming, then don’t call it brainstorming.  A meeting that becomes a stage for one person to spout their ideas isn’t useful or engaging. If brainstorming is not organized and structured, everyone in the room will note how ineffective it is and they’ll be sure to skip your next session.  
10. You’re not done until you decide.  You’ve all been in this situation. It’s the end of a brainstorming session, you’ve created a long list of ideas, and someone volunteers to type up and distribute the list.  From there, that’s how the meeting ends.  There’s no action that anyone is aware of.  This can be demotivating, to spend time and energy generating ideas that seemingly went nowhere. Plan time for and require the group to prioritize ideas during the session.  Spend at least an equal amount of time on converging as you do on diverging.  Yes, you read that right.  If you generate ideas for an hour, also spend an hour selecting, clarifying, and refining ideas at the back end.  If you leave the meeting with a huge list of potential ideas, that’s not success.  You want to leave the meeting with a short list of clear ideas, and a plan for action on each of them.

About the Author:

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, Susan brings a scientific foundation to enhancing human creativity.  To learn more, please go to: SusanRobertsonSpeaker.com.