Brainstorming can take place alone or in a group of two or more, with three to six being ideal. In my opinion, the best results are obtained when the following practice is followed:

1. Suspend personal biases. This is the most important rule. When ideas are brought forth, no critical comments are allowed. All ideas are taken. Evaluation is to be reserved for later. We have been trained to be so instantly analytic, practical, judgmental in our thinking that this step is very difficult to observe, but it is crucial. To create and judge at the same time is like binge drinking and curing the hangover all at once. Why would you do that?

2. Think freely. Bizarre thoughts are fine. Impossible and unthinkable ideas are fine. In fact, in every session, there should be several ideas so radical that they make the group choke. Remember that solid ideas sometimes come from silly, impractical, impossible ones. By permitting yourself to think outside the boundaries of ordinary, normal thought, brilliant new solutions can surface.

3. Add on. Cultivate, build on the ideas of others. What’s good about the idea just suggested? How can it be made to work? What changes would make it better or even better? This is what I like to call constructive banter. Use another’s idea as stimulation for your own improvement or variation.

4. A lot of ideas is crucial. Concentrate on generating a large stock of ideas so that later on they can be sifted through. There are two reasons for desiring a large quantity. First, the obvious, usual, stale, unworkable ideas seem to come to mind first, so that the first, say, 20 or 25 ideas are probably not going to be fresh and creative. Second, the larger your list of possibilities, the more you will have to choose from, adapt, or combine. In fact, I’ve worked for firms that have demanded a brainstorm for a fixed number, like 50 or 60 different ideas before quitting a session.

Words to live by: “Genius is the gold in the mine; talent is the miner who works and brings it out.- I forget.

Posted by: Shane Webb, Creative Director, Meridian Group