Brainstorming
Brainstorming is a formal group activity that encourages lateral thinking and cross-stimulation of ideas, but it is not synonymous with creative thinking; its main value is as a structured practice setting.
THE IDEA
A brainstorming session provides a formal group setting for practising lateral thinking. Participants can build on one another’s ideas, and the structure can help people who are learning the process.
Creative thinking is broader than brainstorming. The same thinking can happen outside a session, and as people gain experience they may need the formal setting less.
When to use it
A team uses a structured session to generate several approaches to a difficult problem.
An organization introducing lateral thinking techniques uses brainstorming sessions as a formal practice environment for employees new to creative thinking.
A classroom setting where students are taught to separate idea generation from evaluation uses brainstorming to foster creative confidence.
A design sprint gives participants time to build on ideas contributed by people with different roles.
FROM THEORY TO EVERYDAY LIFE
In practice
Marketing campaign idea generation
A marketing team generates ideas for an ad campaign while postponing criticism. Suggestions include a mascot and a participatory challenge; the team evaluates them afterward.
Product design problem solving
Engineers, designers, and marketers discuss a gadget’s design flaw. One suggestion prompts another until the team has a candidate solution to test.
A MOMENT TO REFLECT
Put it to work.
How can you ensure that a brainstorming session is effectively encouraging lateral thinking rather than just generating random ideas?
In what situations is a formal brainstorming session more valuable than individual idea generation?
What are the potential downsides of equating creativity solely with brainstorming?
Often confused with
CONTINUE THE CONVERSATION
Source texts
- Lateral Thinking A Textbook of Creativity (Edward de Bono)