Brainstorming can sometimes be a lot like binge watching on Netflix. You start off with good intentions (just one episode, two max), but before you know it, you’re 3 seasons into Breaking Bad, still in your pajamas, and haven’t accomplished anything for the day (expect maybe a TV addiction).
Every business requires a little brainstorming at some point, some more than others. But for those working in marketing and creative fields, brainstorming is a part of the job, and it has some fantastic benefits. It encourages critical thinking, keeps fresh ideas rolling in, and promotes teamwork. However, much like the example cited above, it can turn into a massive time waster if you’re not careful.
Here are a few tips you can implement before, during, and after your brainstorming session to make the most of your time and efforts.
Before You Brainstorm
Before you come together as a group, you’ll need to prepare for your brainstorming session and set some parameters (boring stuff) to ensure your time is spent being as productive as possible. So the first thing you want to do is clearly define a goal. What is the purpose of your brainstorming session? What is the focus? What you trying to create/fix/change/etc.?
Set a Time Limit
Next, set a time limit on how long the session will last, AND STICK TO IT. By setting constraints, you actually force yourself to be more productive and creative.
Be Prepared
Lastly, each member of the team should come in with something ready to bring to the table. Individual brainstorming will save time and get your team motivated from the start.
While You’re Brainstorming
Stay on Topic
You can set all the rules you want, but in order to be productive, you actually have to stick to them during your brainstorming session. This is the time when you’re most likely to get side tracked or veer off course into other ideas. Remember, just because someone says something that sounds like a good idea doesn’t mean it has to be discussed right then and there, especially if it doesn’t pertain to the goal.
Think Smart. Think Creative. Think Productively.
This isn’t all about time and focus. You want to make sure you come out of the meeting with something of worth. When you’re thinking, start with a broad idea and move towards the specific. Don’t be afraid to think outside the box (within reason), allow yourself the freedom to explore new ideas. Just avoid going off on a tangent.
Play Devil’s Advocate
Despite what people may think, there ARE bad ideas in brainstorming, and they should be identified. If not, you risk falling into Groupthink—the phenomenon that occurs when a group of people sacrifice quality decision making and concrete results in favor of harmony. Brainstorming is a time to lay out all the ideas. If you love an idea, grab it and expand on it, but if you feel something is bad, say it’s bad. Don’t let ineffective ideas pick up steam just because you’re too afraid to speak up.
Document. Document. Document
Lastly, document everything. As solutions begin to form, write them down, clear and detailed, so they can be accessed later when it comes time to actually work on the project.
After the Session
Communicate.
Alright. You’ve stuck to your time limit, you’ve produced a great idea that’s going to work (you hope). Now it’s time to actually implement it. Moving forward, communication is going to be your number one key to success. You want to make sure that you and your team are always on the same page to ensure that the project goes according to plan. Quality check each other’s work. Refer to the documented brainstorming session. Meet. Scrum. Email. Text. Just communicate with one another.
Stick to the Freakin’ Plan.
Once you’ve set a course, stay the course. New ideas may arise, but unless the original idea simply isn’t working, don’t start changing the plan or else your brainstorming session becomes a bunch of wasted time.
Brainstorming can be a fun, creative time. But it needs to be productive. Stay focused on the task at hand, and save your time wasting for the next season of Peaky Blinders.
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