Sometimes it’s quantity, not quality

In training, groups are always smiling after a quick brainstorm exercise using the topic “if dogs could talk, what would change”. It releases creative thinking and is relatable. Each idea is then evaluated for understanding, grouped and prioritised based on commercial potential. Interesting ideas emerge that might otherwise have lain dormant. This is the essence of brainstorming, and most people claim it happens regularly in their workplace, but that it’s not as productive (or as much fun!).

It seems what usually happens is that brainstorming breaks out in the middle of a different meeting. This is setting things up for failure; the group are not prepared (it may not even be the right group!), there is a lack of focus on a clear objective, and there may be a sense of urgency which adds to the stress. Then as the suggestions start to come, each one is teased out for precise meaning in the hope that it is the “silver bullet” that is being sought. Of course, this causes people to start self-censoring and slipping into groupthink. After 20 minutes, we might have three ideas.

Brainstorming is like trawler fishing; there is a need to diverge and then converge. Every idea is a “fish” captured in the net before the net is closed in and the “fish” can be evaluated. Another way to put it is that there is quality in the quantity.

Tips for brainstorming…

1.       Schedule it in advance

2.       Invite a diverse group

3.       Have a clear focus or problem statement

4.       Bring initial suggestions to the meeting/or start with silent rounds

5.       “No idea is too stupid” – capture everything on post-its

6.       Use a facilitator

7.       No evaluation until after the ideas are captured

8.       Give it 15 minutes

9.       Thereafter, evaluate each idea for clarity and explanation

10.   Combine, group & prioritize for action

It’s not the idea that gives a warm fuzzy feeling that we are seeking; it’s the idea that sends a shiver up your spine!