Brainless-storming #1

Posted on April 6, 2009



Over the years, I have been in many creative brainstorming meetings with very talented (and not so talented) people. After countless brainstorms, I have concluded that the current model does not work. I don’t believe it yields the type of creative results that can’t be achieved through other means. Over the next few weeks, I will be periodically posting my reasons why brainstorming doesn’t work and what should take its place. For simplicity, I will call brainstorming, ‘BS’ (Hehehe).

Why traditional brainstorming doesn’t work #1:
There is an illusion that has been created around BS. It’s like BS is some sort of magical place where the average attendee that enters instantly becomes a more creative person. The fact is, if you are not creative before you enter a BS, you will not be once you get there. I have seen too many meetings with clueless individuals that do not contribute a single good idea. I know what you are thinking, ‘I have been in BS meetings with non-creative people and we came up with some good ideas’. Well, even a broken clock is right twice a day. Just because something works on occasion does not mean it works like it should. Brainstorming should be like a high performance car. If it only works on occasion then it’s broken. Only when it works all of the time is a machine useful.

  • Get rid of all the useless voices.

Brainstorm solution #1
Highly skilled and creative people should be the first invited to brainstorm meetings. People that are natural innovators and ‘out of the box’ thinkers should be in the room from the very beginning. These artists and leaders are assigned points to think about before the meeting and they are expected to come with many ideas that are fully baked. They take this role very seriously and are pushing for concrete results. The room has no more than 8 people and every person is fully committed to not wasting each other’s time. There is no illusion here. This group can see their dreams turning into reality; they just need the right spark to launch it.

  • Recruit a ‘dream team’ that can be the core of your brainstorm meetings.  

More to come…