Brainstorming: Creativity Unleashed

Contributed by Jennifer Goldman

Brainstorming, or the tossing around of innovate, and sometimes cost-saving, problem-solving solutions, is most effective when it’s comprised of a diversity of participants and takes place in an environment conducive to free-flowing creativity.

As a leader of such a session, it is your job to create a setting where your team members are comfortable expressing their opinions. In order to do so, you must abstain from criticizing others’ ideas. Of course the ideas that are thrown out there will eventually need to be discussed and rated for their feasibility and effectiveness, however the first period of the brainstorming session should be devoted entirely to the uninhibited thinking process, with participants comfortably spewing solutions before hesitating to censor them. The refining process comes a bit later. And, don’t be surprised if you discover that even the most outlandish idea can lead to a solid solution when it comes to the process of refining and narrowing down ideas.

When it comes to brainstorming, your initial priority is to have your team members produce as many ideas as possible within a set period of time—say around thirty minutes. Before you begin the thirty-minute creative thinking session, make sure you describe the problem in clear, concise, and concrete terms. You may also want to provide some details about the origin of the problem and what its negative consequences have been. Write the problem on a dry erase board or procure projection equipment. Make sure you have ready all the tools you need to record ideas and/or provide visual aids that will help you better illustrate the problem. You can even use Microsoft® PowerPoint® to help you develop a striking visual presentation. A stimulating presentation might help get participants’ creative juices flowing. In a similar vein, arranging chairs so they face each other around a circular table is a good way to create an interactive idea-sharing environment.

Developing the ideal brainstorming conditions does not only require that you withhold criticism of others’ views, but also necessitates that all team members resist harsh judgment of their colleagues’ suggestions. Therefore, it is up to you as their leader to set some ground rules before you get started. Here are some recommended ground rules for participating in a productive brainstorming session:

• Don’t verbally discuss or rate ideas until AFTER the initial, 30-minute brainstorming session.
• Even when it comes time to discuss the usefulness of certain ideas, never react with derisiveness or treat any idea as if it were entirely invalid.
• Use your peers’ ideas as stepping-stones for other possible solutions.

Once the rules are in place you can begin the idea-generating portion of your meeting. Go around in a circle and let your team members take turns offering their solutions or building on one of their peers’ suggestions. Clearly list all of the participants’ thoughts on the dry erase board—regardless of how preposterous some might appear. Ask questions to prompt a participant if he/she seems to be stumped. Don’t be afraid to offer some of your own solutions too. It may spark other ideas. When the thirty minutes are up, allow you’re participants a short pause to take a deep breath and exhale. Brainstorming can be tiring work!

Now it’s time to take a look at what your team has come up with. You can start narrowing down the list by blending similar or related concepts. Then ask your participants to vote on their favorite ideas. Adjust the list according to the vote tally, by reordering it with items voted for most frequently the top of the list.

Next, reiterate the problem and apprise the group members of the company’s applicable resources, or lack thereof. Here’s where the dialogue begins. Go around the table and have each participant make an argument for the ideas they identified as there favorite. Also ask each team member to select one idea that he/she didn’t vote for and discuss what might not fly and what could possibly work in terms of that solution. Ideally in the process of evaluating an idea that initially didn’t seem feasible, they will feel their way towards some middle ground that has yet to be covered. Cross off the list any idea that is dismissed as impractical after detailed discussion. What you will be left with is a list of well-thought-out ideas that are the most pragmatic, efficient, and cost-effective solutions to your problem. As a manager you will apply the solution that makes sense with you, and if necessary test additional solutions eliminating those that fall short through trial and error.

When you’ve decided which solution you’d like to apply, assign related projects to your team members. By making your brainstorming participants an ongoing part of the process, you will ensure that the problem is handled with a consistent level of creativity and dedication.

Microsoft and PowerPoint are registered trademarks of Microsoft Corporation in the U.S. and/or other countries.

About the Author:
Jennifer Goldman is a freelance writer, editor, and proofreader living in Denver, Colorado.

This article is intended for general informational purposes and does not provide legal or other professional advice. All trademarks contained herein are the property of their respective owners. Please read our disclaimer for additional terms and conditions governing access to and use of this article.