Q #53: What are some of the most effective ways to ruin a brainstorming session?

In this series, Bob Morris poses a key question and then responds to it with material from one or more of the business books he has reviewed for Amazon and Borders.

According to the experts, these are among the most effective:

1. The CEO or some other C-level executive chairs the session. The discussion requires a facilitator who is totally neutral, whose sole purpose is to keep the discussion moving along in an orderly, unhurried fashion. Preferably someone who has mastered the Socratic method of asking questions, not making statements.

2. There are no clear objectives and “ground rules.” At the outset, there should be a problem to solve, a question to answer, or a new opportunity to pursue. In other words, an ultimate “destination.” Otherwise, the discussion will resemble an aerosol spray of opinions.

3. The group membership is “homogenous.” The best brainstorming sessions resemble a “crucible” to which an idea is subjected to scrutiny by quite different backgrounds, perspectives, values, and temperaments. Only the best ideas survive but not until all ideas have been shared.

4. Allowing early criticism. In the spirit of “the only dumb question is the one not asked,” everyone involved should agree that “the only bad idea is the one not shared.” All ideas should be welcomed without criticism until everyone has had a chance to respond with questions or comments.

5. Settling for only a few ideas. In fact, the most productive brainstorm sessions generate lots of bad ideas to get one OK idea, lots of OK ideas to get one excellent idea, and lots of excellent ideas to get what Steve Jobs characterizes as an “insanely great” idea.

6. No follow-through. If there is no follow-through, why have the session? See #2.

In my opinion, the best sources for information and advice about brainstorming include two books by Thomas Kelley, The Art of Innovation and The Ten Faces of Innovation. Also, Gerald Sindell’s The Genius Machine, Michael Michalko’s Thinkpak, Edward de Bono’s Six Thinking Hats, Doug Hall’s Jump Start Your Business Brain, and Paul Sloane’s The Leader’s Guide to Lateral Thinking Skills.

Comments, questions, requests, or suggestions? Please share them. They will be most welcome and I thank you for them. Best regards, Bob

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