Better Brainstorming Through “Science”

Hipsters always have to come up with a cooler name for things which already exist.

How many of you have sat through a bad brainstorming session in your career? I see everyone has their hand raised. Me too. The sessions where no one knows what the problem is to solve; the sessions where the leader already knows what’s going to happen and they force the group to head down their path. It’s no wonder that the word “brainstorming” makes a fair number of people cringe. Another cringe worthy word is “moist”, but that’s not terribly relevant.

This guide is designed to make your future brainstorming conversations something you look forward to. Maybe not as much as you’re looking forward to the next season of Stranger Things, but still a lot. Brainstorming is supposed to be a fun group activity with people you trust. It’s your chance to get truly creative — the kind of creativity that can only happen in a non-judgmental, hippie drum circle, freak-flag-flying type of space. Can’t bring your whole self to work? Well, bring your whole self to the brainstorming session and tell them Philip said it was okay.

Rule #1: No one should be in charge

There should be facilitators that make sure things happen and everyone plays nice, but they shouldn’t be the deciding voice or have their opinion count more than the other participants.

• Try swapping the team roles next time. Managers get to be participants, junior employees get to facilitate. As long as you’re abiding by the intent of the session it won’t matter who plays what roles.
• If no one is in charge, then everyone’s opinion matters equally. Even the crabby guy who is mad that Jan got the last chocolate chip cookie. Good luck with that Jan.

Rule #2: Start with individuals, end with the group

• The most productive brainstorming sessions generally start with all participants writing down their own ideas, and then sharing them with the group.
• Try not to jump directly into the discussion portion until you get all of the ideas out into the open and start linking similar thoughts together.
• Have fun with the groupings — you can have a wildly impractical but fun group, a group of ideas where even the author won’t defend the idea, a group of “Boy this’ll make Jami’s eyes pop out” ideas. Go nuts.

Rule #3: Stay respectful

• It takes courage to share something that you’ve created with an audience. Respect the effort.
• Remember that you are not the voice of good taste (regardless of what you say about yourself on Instagram). Save the judgements for when you’re at home yelling at your reality TV shows.
• It’s entirely possible that you will hear some truly awful ideas in the session. But you stayed non-judgmental and your face barely twitched when they were talking, right?

Rule #4: Seek to understand before narrowing the scope

• You’re not doing the idea creator any favors by telling them what they mean. Let them articulate the idea and ask clarifying questions until everyone understands what they mean.
• If you try to “help” by adding new angles, you could miss the point of the original idea and turn off the person who was brave enough to speak.

Rule #5: Don’t assume today’s limitations will be true tomorrow

• “That idea won’t work because it’s too expensive”. So? If the idea is solid then make it cheaper or brainstorm how you’ll get more money.
• “We tried that before and it didn’t work”. Sounds more like you’re saying you’re stuck in the past or you’ve given up based on previous experience.
• “We don’t have anyone internal that can make that happen” Who says you’re stuck with what we can do internally? I know a guy who knows a guy that can make problems disappear. Did you hear that in a New York accent too?

Rule #6: Don’t stop at the idea stage

Assign someone to research if you have to, but don’t think you’re done until you’ve asked yourselves a few questions.

• Could we do this thing? Be honest with what you have and what would need to happen. If the answer is that you can’t do it now, then start digging into what needs to change before it could work.
• Should we do this thing? (the step most groups skip) Have you thought through the implications of the change you’re proposing? Nothing happens in a vacuum — budgets get transferred, people get reassigned, work schedules get compressed. Do you know what anthill you’re about to kick?
• Will we do this thing? (the step everyone skips) As long as we’re being honest, do you truly believe that the idea will be supported and have everyone rowing in the same direction? Make sure you have enough support to follow through or don’t start it at all. A good idea is a terrible thing to waste.

That list seems like a lot, but it really just boils down to someone saying “What if…”, everyone else nodding their heads and making “hmm” noises, and then the world gets changed. Boom — that’s all you need to successfully brainstorm. Plus snacks. And maybe order some extra chocolate chip cookies for Jan’s sake.

-Philip