The purpose of brainstorming is to gather ideas and build on them.
Group brainstorming is, first and foremost, a collaborative process. That may seem like stating the obvious but the same problems that bedevil constructive collaboration can make group brainstorming sessions worse than useless if they are not conducted properly.
The key to effective group brainstorming is the understanding that the purpose is to build on and extend the ideas of others. Yes, the session will want to take in a wide range of ideas from the group but if that were the only purpose it needn’t be done in a group; the facilitator could simply ask each individual working alone to submit their ideas.
Ironically, starting in this way may be the best approach. Don’t start with the group at all. Start with individual idea generation. Unfortunately, many managers see the process as an either-or proposition. They see individual brainstorming as distinct from group brainstorming and withhold the topic until the meeting. It is far better to let everyone know what the topic will be before the meeting so they can do some individual brainstorming before they gather.
A good facilitator is crucial to effective brainstorming. It is the facilitator’s task to establish and maintain a non-competitive environment. If the session devolves into an “I win – you lose” competition, some participants will become intimidated and clam up; the alphas will elbow their way to the front. Future brainstorming sessions will be poisoned.
The facilitator must never rank or rate ideas. All ideas must be encouraged, the wilder the better. Many managers love to mouth the phrase “Think outside the box”, but when it comes to the most outlandish ideas, they are dismissive. Criticism, even mild and well-meant, can kill a brainstorming session.
The facilitator must keep the session on track. They must keep the participants focused on topic and reel them back from unproductive tangents. They must permit only one speaker at a time and head off disorder. And they must never use the meeting for their own grandstanding. A facilitator who won’t shut up is a poor facilitator indeed.
Remember, the main purpose of group brainstorming is to bring together the various skills and mindsets of your staff to gather ideas and build on them. By keeping the session non-competitive, encouraging all ideas, no matter how outlandish, and resisting the urge to impose your own agenda, the group brainstorm can be an effective way to elicit creativity and discover innovation.
Image Credit:
Brainstorming, Agripolare
