Group Brainstorming

The idea of generating ideas in a group setting is a relatively youthful concept, introduced in 1948 by Alex Osborn in his book, Your Creative Power, with further elaboration in 1953 in his second book, Applied Imagination. In both books, Osborn outlined how brainstorming could inspire creative thinking among a group of people by creating an atmosphere where ideas could be generated in a setting uninhibited of interruptions, judgement and censure.

According to Osborn, "Brainstorm means using the brain to storm a creative problem ... in commando fashion (where) each stormer audaciously attacks the same objective."

Beyond the obvious objective – to generate ideas – group brainstorming actually has several objectives:

• To generate ideas
• To create better solutions and ideas
• To combine and leverage the talents of several people (“Two heads are better than one”)
• To get support for ideas internally and externally
• To increase efficiency and productivity

Today, brainstorms are beyond being universal. But despite being a pervasive part of any manager in the world of business, it doesn’t mean they’re effective or productive. In fact, some of the world’s most well-known creative experts have spoken about how brainstorms are maligned to the point of damnation, some proclaiming their untimely 'death.'

The reality is brainstorms can be very effective and are still the most effective way to generate ideas. (Thankfully, no one has yet invented a computer to create ideas, and frankly, I hope they don’t – but that’s a different story.)

However – and this is a BIG HOWEVER – good brainstorms require several basic elements and some consideration in advance to make them work. In fact, hosting a brainstorm is like throwing a good party: while the best ones appear to be spontaneous by the guests, they are carefully produced and choreographed to look “instantaneous.”

To throw a good brainstorm, you need to …

• Do some basic homework in advance of the party (research into the situation, problem)
• Make a list of things to do (prepare an agenda)
• Invite the right people (invite good brainstormers)
• Create the right atmosphere (provide the right location and venue)
• Play the gracious host - or hire a party planner (get a good facilitator)
• Have party games (have creative exercises)
• Remember everything! (em>(write everything down)
• Keep control (keep focus)

If there’s one final point to make, it’s to remember that your primary purpose – as either the brainstorm host or its facilitator – is to ensure that nothing gets in the way of the brainstorm’s primary purpose: to generate as many interesting, unusual and wild ideas as possible.