43m * Beginner * Course
Brainstorming is a creative process focused on quantity and building on ideas. The intention behind brainstorming is to generate ideas about a particular issue or concept in order to solve a problem.
Brainstorming is a process. The goal for a brainstorm is not to solve a problem but instead provide possibilities. Solving a problem comes after the divergent exercise of ideation or in this case brainstorming, this is the part of the process where you redirect your thoughts to the conversion exercise of idea selection. It’s important to be aware of this so that you can really focus on just the possibilities not your eventual outcome.
The 13 Rules of Effective Brainstorming
1. Have the Right Number of “Stormers”
Mumaw recommends 5-7 if you have too many brainstormers people don't see the point in them expressing their ideas as they get lost in the crowd and therefore your idea categories are going to be less varied and from a few other perspectives. A smaller number encourages more expression as there's less judgement in a small setting this leads to people feeling more comfortable in expressing their ideas and viewpoint. You want a diverse group as this will lead to a variety of perspectives and therefore generate a variety of ideas.
2. Don't Fill the Room with the Same Person
3. No Pop Quizzes
Not being American I didn't particularly understand this reference however after Mumaw explained it I realised that he was simply saying that you're better off not springing the idea of a brainstorming session on someone. Allowing them time to think and be prepared will be much more valuable. Adult humans are subconscious problem solvers this means that if we're provided with a problem we subconsciously start solving it even without actively thinking about it this means that if you're given time to think over something the ideas that you generate when asked about it later on will be of a higher quality.
4. Value Time
5. Input vs Output
Mumaw explained how important it is to focus on the audience or industry, this is just one example of gathering data or input. As well as understanding characteristics or descriptions, and asking how the ‘stormers’ feel about the problem. The more input you gain the better output you will create.
6. Have Something up your Sleeve
During the ‘Breaking out of a Rut’ course we discussed the importance of avoiding routines. This rule is about waking everyone up from the routine of a general brainstorming session. Studies have shown that we can intensify emotions by 400% through an act of surprise. This could be as simple as unexpected snacks in the meeting room or it could be a unexpected clothing choice or a change in environment whether this is an entirely new room or a simple change in the layout or a new piece of decor.
7. Start the Fire with a Creative Match
“Brainstorms are called brainstorms because they should be stormy." - Sam Harrison
Creative exercises can be utilised as a buffer between what you were doing and what you're about to do. They can also act as a kickstarter or for pushing your brain into the right mindset and possibly more importantly they work in a form of de-stressing from other work.
Performance of these creative exercises help with your brainstorming. Here are just some of the activities that are referred to on this course:
Turn squiggles into other objects
Draw a futuristic desk
model something out of office supplies
Engaging comedy improv or yes and combo
Create a jingle out of a certain word
8. Bring in the Play
What do Creativity and Play have in Common?
Positive Mindset
Defined Goal
Restriction
Reduce Consequences
Bringing play into a brainstorming session leads to better ideas emerging. Play is the strongest characteristic to effective ideation, through the reduction of consequences. This is because there's more risk in play and no fear of demotion or judgement. Nothing of significance is riding on the outcome of play. It also engages your brain through excitement and surprise, providing you with a new lease of energy which promotes freedom to explore ‘crazy’ ideas. This results in a more active brainstorming sessions.
9. Leave the Judge at the Door
Eliminate idea criticism from the session. Judgement early on can stunt the divergent exercise of producing multiple ideas, which is an important part of the creative process.
10. If you Unroll it, They will Draw
This rule refers to the idea of using an extended piece of paper or wallpaper on a table rather than a distant and isolated whiteboard. Getting everyone to document their ideas for themselves leads to the ideas being portrayed in a pure form as they come straight from the source. It also allows the brainstormers to use their hands which can only help the process. It also results in more fun by engaging all of the team and allowing them to work together through the shared documentation of the progression of their ideas.
11. Every Team needs a Coach
12. Capture Residual Ideas
The best idea will probably come after the brainstorming session. As I've discussed before, human adults are subconscious problem solvers so as soon as they are provided a problem the subconscious starts working on a solution. This means that the more time you have to work through the problem the more likely that better ideas will form. Stefan Mumaw discusses how it's important to get into the practice of capturing these ideas before they dissipate and recommends doing this by practicing doodling and cataloguing your ideas whenever you have a fleeting thought or discover a new solution to a previous problem or idea.
13. Channel your Inner ‘Backslapper’
Mumaw described this one as being supportive of your own ideas, cheering yourself on and making suggestions even the silly ones because they will likely lead to other ideas.
Brainstorming Techniques
Idea Webs - develop a wealth of potential idea starters
Perspective Changes - a new view point can lead to something novel
Story Structure - inspire ideas through storytelling
I found the Perspective Changes technique particularly intriguing as in use it provided some interesting developments I wouldn’t have previously considered. For the purpose of communicating this I will use the course example.
You're designing an advertisement for tennis equipment. You start with the perspective of the tennis player, then you try from the perspective of the fans in that stand. That’s okay but then you branch out, look at the perspective of that ball, the racket or my personal favourite the lines on the tennis course, maybe they can even speak, perhaps every time a ball hits them they shout ‘ouch’.
I loved this concept and think you can come off with some really interesting ideas just by changing the perspective.
Although most of what I learnt on this course was proposed for a group setting I definitely learnt a lot and found that the majority of techniques also work for individuals.