While it’s true that Isaac Newton made groundbreaking contributions to science, let’s be real, expecting an apple to spark brilliance during your marketing meeting is a long shot. Unlike the fortunate Newton, you probably don’t have apple trees in your office (although, never underestimate the creativity of SaaS companies!).
We like to play ping-pong. So, instead of waiting for inspiration to strike, we have to rely on good old-fashioned brainstorming. But don’t let the simplicity of the word fool you. Brainstorming, when done well, can be a goldmine of ideas. Done poorly, it’s a waste of everyone’s time.
Ready to supercharge your marketing meetings? Let’s dive into seven brainstorming techniques that actually work.
Brainstorming 101
Brainstorming as we know it took shape in the 1950s thanks to Alex Osborn, an ad executive at BBDO. Tired of his team’s creative ruts, Osborn started experimenting with different ways to get people collaborating. This led him to a model based on four key principles:
- Quantity over quality. When brainstorming, it’s all about generating a large number of ideas, regardless of how good they seem at first.
- No judgment allowed. Criticism makes people clam up. Create a safe space where everyone feels comfortable sharing.
- Think outside the box. Wild ideas, even if impractical, can spark unexpected connections and lead to breakthrough solutions.
- Combine and build. Encourage your team to build on each other’s ideas. This boosts participation and creates a sense of shared ownership.
Osborn designed this method for tasks like naming products, crafting slogans, or setting the tone for a campaign. It’s not ideal for projects that require deep analysis or critical thinking.
Homer would have had a spot on Osborn’s team. Think of brainstorming as a free-flowing exchange of ideas, where judgment is put on hold, and everyone is encouraged to contribute whatever comes to mind.
7 Brainstorming Techniques You Need to Try
Whether you’re new to brainstorming or just want to shake things up, be prepared for some trial and error. Every team is unique, so finding the perfect formula takes time. Experiment with these techniques and see what works best for your team.
1. Solo Brainstorming, Team Results
According to Art Markman, a professor of psychology and marketing at UT Austin, points out a common pitfall of group brainstorming: convergent thinking. This happens when individuals’ ideas start to blend together, limiting creativity.
Markman’s solution? Give people time to brainstorm individually before coming together as a group. This allows everyone to explore their own unique perspectives, leading to a richer and more diverse set of ideas.
2. The Power of Familiarity
In 2015, researchers at the Creative Education Foundation discovered that brainstorming sessions are far more effective when participants know each other well. This finding challenges studies that criticize Osborn’s model using groups of strangers. It seems the problem isn’t the framework itself, but rather the lack of comfort and trust among participants.
Familiarity is key. For optimal results, assemble a team of people who not only work well together but also genuinely enjoy each other’s company.
3. Brainstorm Questions, Not Just Answers
Ever hit a wall during a brainstorming session? Everyone’s smart and gets along, but the creative spark just isn’t there? Hal Gregersen, a senior lecturer at MIT Sloan School of Management, faced this issue with his MBA students. His solution? Shift the focus from finding solutions to asking thought-provoking questions.
Gregersen in action. Via YouTube.
When Gregersen asked his students to brainstorm questions related to gender parity in the workplace instead of solutions, the energy shifted. The exercise encouraged fresh perspectives and reignited their creativity.
This experience led Gregersen to develop a full brainstorming model. His key takeaway: when the pressure is on and inspiration seems elusive, brainstorming questions can empower participants and unlock new avenues of thought.
4. Keep the Momentum Going: The Afterparty
Remember, brainstorming is about generating a high volume of ideas within a set time, not about judging or refining them. While this fosters participation, it doesn’t leave much room for developing those ideas further.
That’s where the “afterparty,” or convergence phase, comes in. Turning a list of raw ideas into something usable requires further exploration. There are two main approaches: attention guidance and discussion encouragement.
A 2022 study looked into the effectiveness of both approaches explored these approaches.
Attention guidance involves the group leader steering the conversation towards a specific task, such as fleshing out a particular idea or identifying common themes.
Some structure can go a long way. Via VideoBlocks.
Discussion encouragement, on the other hand, is less structured. Participants revisit the list of brainstormed ideas and freely discuss them, deciding which ones to explore further.
Attention guidance facilitates deeper processing of information, while discussion encouragement helps clarify and synthesize specific ideas. Whichever approach you choose, the key is to provide dedicated time for developing the initial ideas generated during the brainstorming session.
5. Feasible vs. Original: Define Your Goals
As with any team effort, clearly defining your brainstorming goals is crucial. Are you looking for easily implemented ideas or something groundbreaking and unconventional?
Brian Johnson and Chris D’Lauro from the Air Force Academy discovered that the instructions you give significantly impact the results. this decision is a pretty big one
Why? When asked for the “best” idea, people tend to gravitate towards feasible but unoriginal ideas generated early on. However, when asked for the most feasible and the most original idea, they tend to choose one from the beginning and one from the end of the session.
This highlights an important dynamic: as brainstorming progresses, ideas become less conventional and more innovative. If you’re after safe and familiar, keep your sessions short. If you’re after innovation, aim for longer brainstorms.
Clearly defining your goals ensures everyone is on the same page, saving time and effort by focusing on ideas that align with your objectives.
6. Location, Location, Location
One of Osborn’s core principles is that fear and timidity kill creativity. That’s why suspending judgment is crucial. But even in a judgment-free zone, people can be hesitant to speak up.
Kathleen Lucente from Red Fan Communications suggests that the problem might be as simple as your surroundings. Lucente finds Working with the same people in the same environment can lead to stagnation. A change of scenery can provide the mental stimulation needed for generating fresh ideas.
Show me the science that says beer doesn’t improve marketing campaigns. Via CBS Denver. Consider holding your brainstorming session over lunch at a favorite restaurant, or if your team enjoys socializing, try an after-work session with drinks. As long as everyone stays focused (and a shorter session is perfectly fine for seeking feasible ideas), a change of scenery can do wonders.
7. Fresh Perspectives, Fresh Ideas
Building on Lucente’s insights, I believe that inviting people from outside the marketing team can inject fresh energy into your brainstorming sessions.
Remember the concept of convergent thinking? Bringing in individuals from other departments, like sales or customer support, can help avoid this pitfall. Their diverse experiences and perspectives can lead to unique insights and push your brainstorming session in exciting new directions.
The Power of Shaking Things Up
The common thread running through these techniques is the importance of stimulation. Routine stifles creativity; shaking things up awakens it.
Whether it’s encouraging individual brainstorming, prompting questions instead of answers, or even changing the physical environment, the key is to disrupt routines enough to unlock the hidden brilliance within your team.
This list is just the beginning. With a little creativity, you can find countless ways to make your marketing meetings more engaging and productive.
Here’s a meta suggestion: get your team together and brainstorm new ways to brainstorm! The possibilities are limitless.