Creative Slip-Ups: The Most Common Mistakes in Brainstorming

This is the summary page of my talking notes for a presentation on brainstorming ("10 ½ Ways To Unlock Your Creative Streak") to the Worldcom Public Relations Group, the world's largest partnership of P.R. firms with more than 100 firms around the globe.

A Slip-Up

A minor inadvertent mistake caused by an honest error in judgment, ignorance or inattention.

Creative Slip-Ups ...

are understandable mistakes that can affect the quality and effectiveness of brainstorming.

I’m guilty of every slip-up posted here, but over time, I learned to fix each issue through trial-and-error, picking up tips from other creative directors in my network, and hearing tips and hints from readers of my blog.

Here are my top 10 slip-ups:

#1.  Many brainstorms start with the same objective.

Try:  #1. Get a new perspective

#2.  People come to the brainstorm in the wrong mindset.

Try:  #2. Prepare the mind and body

#3.  Using shallow research to make strategic decisions.

Try:  #3. Uncover an insight

#4.  Thinking the target audience is simply a statistic.

Try:  #4. Meet your audience face-to-face

#5.  More time is spent on strategy than creativity

Try:  #5. Brainstorm early, brainstorm often

#6.  People brainstorm without any tools, games or props.

Try:  #6. Sparks, sparks and more sparks

#7.  Forcing people to brainstorm in the same way.

Try:  #7. Leverage people’s differences

#8.  We too often listen to our negative inner voice.

Try:  #8. Don’t be your own worst (creative) enemy

Also, some additional points on the 10 qualities of a good brainstorm facilitator.

#9.  People get too close to their clients, the issues, and worst, the politics.

Try:  #9. It’s time to let someone else brainstorm for you

Also, a follow-up post:  Is Knowledge Helpful or Hurtful?

#10.  People avoid risky ideas.

Try:  #10. Stick your neck out

#10½.  Clients are often separated from the creative process.

I suggest:  #10 ½. Make the invisible visible

Obviously, these are my opinions, but I’d love to hear about any common errors made that affects the quality of brainstorming and creativity internally in your organization or involving the client.

What else would you recommend or suggest?