In this post I will cover 3 Steps to Conducting Brainstorming Sessions.
What is Brainstorming?
Brainstorming is an excellent way to foster creative thinking about a problem. The aim of brainstorming is to produce numerous new ideas, and to derive from them themes for further analysis. Brainstorming works by focusing on a topic or problem and then coming up with many possible solutions to it. This technique is best applied in a group as it draws on the experience and creativity of all members of the group.
Madison Avenue advertising executive Alex Osborn developed the original approach and published it in his 1953 book, “Applied Imagination.” [1]
Since then, researchers have made many improvements to his original technique. The approach described here takes this research into account, so it’s subtly different from Osborn’s approach. [2]
Brainstorming combines a relaxed, informal approach to problem solving with lateral thinking. It encourages people to come up with thoughts and ideas that can, at first, seem a bit crazy. Some of these ideas can be crafted into original, creative solutions to a problem, while others can spark even more ideas. This helps to get people unstuck by “jolting” them out of their normal ways of thinking.
Therefore, during brainstorming sessions, people should avoid criticizing or rewarding ideas. You’re trying to open up possibilities and break down incorrect assumptions about the problem’s limits. Judgment and analysis at this stage stunts idea generation and limit creativity.
Evaluate ideas at the end of the session – this is the time to explore solutions further, using conventional approaches.
Why use Brainstorming?
Brainstorms allow for others to freely propose ideas. It can be extremely difficult to come up with new ideas being the person closest to the issue. Inviting others into the conversation to figure out new ways of doing things allows people less familiar on the issue to speak openly about ideas they are thinking of. Not every idea is going to be great, but that’s where the next point comes in.
Each idea that is brought up doesn’t have to stand on its own. It’s important to state ideas even if they aren’t the perfect solution because it can help make something click for someone else. The concept of idea building is sharing ideas, which triggers new ideas, which creates a chain of new thoughts. The only way idea building can thrive in a brainstorming session is if no ideas are immediately shut down. This will discourage people from sharing and in turn will limit the success of the session.
Brainstorming sessions create a team atmosphere. Brainstorms don’t happen without people. Inviting co-workers into a brainstorming session helps solidify that you are on the same team and opens up the option to ask for help from others.
Here are 3 Steps to Conduct Brainstorming
Step 1: Prepare for the Brainstorming Session
Before even thinking about sending out a meeting invite and mobilizing your teammates together, you need to decide what your actual goal is, and make sure the entire team has a clear understanding of that goal. Having ideas is great, but if they don’t turn into what you are looking to achieve, it will end up being a waste of time.
Now that you have your goal set, it’s time to figure out whom to invite. The people who will actually be doing the work is a given. But you also need to have some wild cards. These are people who may see the project from a different perspective or may be able to come up with ideas you never even considered. Having an outsider’s perspective is crucial, since you don’t want to be tied down by the same boring, “heard that already” ideas. Consider inviting those outside the marketing team such as a sales person or colleagues from different departments.
Overall, you want to make people in your brainstorming session feel comfortable enough to share their ideas. A relaxed environment allows people de-stress and think freely about coming up with the best possible ideas. Personally, I like to bake. Bringing in treats, drinks, or just tossing around a football can foster idea sharing without people even realizing what is going on. Plus, if baked goods are involved, you might get even encourage more people to get in on the meeting and share their creativity. In the end, if you’re not also having fun, you’re not doing it right.
Step 2: Run a Successful Brainstorming Session
For some reason, no one ever likes to go first. It is your job as the meeting leader to come up with the first idea to start people off and get the creative juices flowing. You want to make sure to re-state your goals to the group, and ensure that your first idea correlates with those goals so the rest of the group follows suit. While it may seem weird to say, oftentimes you don’t want your first idea to be the best idea you’ve got. People might get stuck there and other (maybe better) ideas will never be brought up. Middle of the road is okay, as long as you are leading people in the right direction for amazing ideas.
Sometimes people get worried when there is silence during these types of meetings. Where are all the good ideas?! You have to be aware of the difference between, “I have nothing left to say” silence and “Just let me have room to think” silence. Just because people aren’t saying anything doesn’t mean they won’t say something soon. However, if the silence does last too long, it is your job to steer the conversation in a new direction to get people excited and talking again. Therefore, come prepared with a few premeditated ideas you can use in to get people going again when the session starts getting stale.
Speaking of a new direction, you know that old saying “There’s no such thing as a bad idea”? Well, that’s not entirely true. Sure, you don’t want to put people down, but if the discussion is all of a sudden no longer aligning with your overall goal(s), while the ideas may not be bad, they might be wrong. It is your job as the team leader to know when you have gone off course and lead the group back to the task at hand.
Prepare to change direction if you feel that the meeting is not going right. Take a break regroup and change course.
Step 3. Close the Session
Close the session with well-defined notes and next steps. Don’t leave your stakeholders in limbo as to what the next steps should be.
As the facilitator of this session be prepared for failure and quick corrective action.
