Facilitating a Brainstorming Session: Back to Basics

Over 50 years ago, advertising executive Alex Osborn, author of Your Creative Power, developed the then revolutionary concept of "group brainstorming." Osborn believed the best way to stimulate ideas was to give people the freedom to think, and speak, spontaneously. Since its introduction, the practice of brainstorming has become commonplace in the business world. But with routine comes complacency. Be sure you are getting the most out of your sessions by revisiting Alex Osborn's four rules of conducting a brainstorm.

1. No Criticizing

The fastest way to squash creativity is to criticize it. As the facilitator, it is your job to create a safe environment that allows ideas to flow freely. This can be difficult if you work in a casual office where employees are close and tease each other, even in a good hearted way. If an idea is mocked by others, good heartedly or not, jump in with a positive comment. Create a safe environment by making each idea generated feel viable.

A safe environment also means a comfortable place where people can be creative. Consider starting your brainstorming session by warming up on an unrelated topic. An offbeat subject can be a great way to infuse humor into your group and get people relaxed. What would be a good use for an extra thumb? How would you design a sneaker that picks up dog poop? Anything will do as long as it gets the group thinking.

2. Quantity Creates Quality

Mr. Osborne believed that in quantity you always find some aspects of quality. Get your team to offer as many ideas as possible during the time allotted. This can be made easier by giving the team the assignment ahead of time. In the movie "What a Girl Wants" an advertising executive (played by Helen Hunt) gave her team a box of products to try at home. The team assembled the next day to brainstorm ideas on those products. Giving people time to prepare some thoughts in advance helps knock the rust off the creative gears before the session begins. Pre-work also makes it easier to get everyone to contribute ideas. Not everyone in a brainstorming session will think well on their feet. Give them a chance to gather their thoughts in advance.

As the facilitator, you should also have a few ideas of your own. Use these only when the group seems to be loosing steam. Prod the team back into action by tossing out well-timed ideas.

3. Off the Wall

The weirder the better when it comes to brainstorming. At least initially. Osborn has been quoted as saying that "it is easier to tone down a wild idea, than to think up a new one." He believed that odd ideas help to spark more useful ideas. True innovation has always stemmed from testing the norm. Stretch the imagination as far as it will go, and on the trip back you might find the solution you were looking for.

As you walk the wild side of ideas, however, try not to stray off task. It is the facilitator's job to keep the session moving and on track.

4. Piggy Back

Regardless of who generated the initial nugget of an idea, the final product will be the result of a group effort. Promote the practice of expanding on each other's ideas. This is easier to do if you don't create an "I win" mentality at the start. The objective of group brainstorming is not to see who comes up with the best idea. The goal is for the group to build an idea together. You can assist this by keeping a running list of all ideas generated. Use a white board in a position that all can see, and encourage the group to jump back to the beginning of the list at any time.