Brainstorming is a very important creative business tool – When You Do It Right! The problem is that most brainstorming sessions could produce so much better results.
The brainstorming process I’m about to describe follows best-practices in neuroscience research. I’ve used it for years. It’s fun and it produces great results.
The first brainstorming session I every facilitated was also the worst. Almost thirty years ago I was a new product manager, had just finished my duty as an Air Force pilot and had entered the business world with a shiny new MBA. The meeting was with a team in a F100 high tech manufacturer. They were trying to diversify from their core strength where they had lost their competitive moat.
I began the meeting by stating the stakeholder’s objective and repeating that all ideas would be discussed and evaluated, but for the first ten minutes we’d keep our ideas to ourselves. At the end of idea generation we’d have a critical discussion and set priorities.
At that point a very loud and forceful individual stated that she wanted to be sure that her idea was discussed first and that some of the other ideas she had heard in previous meetings had serious problems she wanted to talk about first. While everyone else was in agreement with the brainstorming method, she kept trying to ramrod her ideas over other discussions. After a disruptive 30 minutes, we gave up on brainstorming and broke up the meeting.
That was thirty years ago. That division of a Fortune 500 high tech company was sold two years later and went bankrupt the year after that. It had a culture of politics and non-creative chaos.
With the experience I have now I would have handled it by including that person, but discussing with her prior to the meeting how the brainstorming would work, how her ideas would be heard, and how she would have time for a structured critique in a following meeting.
There’s a basic problem with the way most brainstorming is done.
In most cases the ideas that come out of them are from the loudest person in the room and the HiPPOs in the room. The loudest voices usually overpower the great ideas of those quiet voices in the room. The HiPPOs are the Highest Paid Person or Officer in the room. I’ve been in meetings in a government agency (and I’m sure you’ve seen meetings like this) where literally no one would voice an idea or opinion until the HiPPO gave their opinion or idea. From that point onward all ideas had to be in the same river the HiPPO was swimming in.
(Credit for the term HiPPO goes to Avinash Kuashik and his great site on marketing analytics at www.kaushik.net.)
Most business people think they are great at running a brainstorming session, but not many are. See if this sounds like some of the brainstorming sessions you’ve been in,
Most brainstorming produces poor results and little action. Here’s what happens,
If that sounds like the brainstorming sessions you’ve been in, then you should try a brainstorming method that works and that fits with the latest findings in cognitive psychology.
To read a step-by-step description of a brainstorming method that produces great results, read Best Practice Brainstorming.