Does working as a team help a brainstorm Will it come true or just the opposite? The answer includes both scenarios. On the one hand, an isolated idea can take shape with the help of other people. In this sense, “two heads are better than one” is an irrefutable truth. However, for many creatives, it is better to start alone, and then incorporate more people to have a brainstorm.
When the problem is simple, for example, choosing a product name, it is sometimes more productive to work in isolation. “People who work alone get a longer, more complete list of ideas,” explains Dr. R. Keith Sawyer, professor of psychology, education, and business at the University of Washington and author of Geniuses in a group: the creative power of collaboration (Group Genius: The Creative Power of Collaboration).
Another way to get results is to ask your team members to work separately and contribute their notes in a group brainstorm. “The benefit of this synergy is that someone can have an excellent idea about something, but know nothing about other things. Plus, this system can inspire others to put all the components together in the end,” Sawyer says. Be careful: don’t let the meeting get bogged down in a single topic; let everyone participate.
Tips for brainstorming that generates results
A creative board should have between two and 10 members, no more. If each one has a different profile, there will be much greater plurality or, as experts call it, “cognitive diversity.”
After a first meeting, plan a follow-up session (about a week later) to see if anyone has thought of a new way to carry out the ideas proposed at the previous meeting. According to Sawyer, in the field of creative research this period is called incubation, where the self-conscious mind begins to work on the information collected and gives rise to the “catharsis of enlightenment.”
Sometimes the best ideas come about by chance or as a result of chance encounters. If you are a company leader, look for ways to encourage teamwork and communication. To mention an example, how can we forget the creation of post-its? One day, after a meeting at 3M, Art Fry was talking to a scientist about a new adhesive he wanted to market. And then, while singing in his church choir, he came up with the great idea of sticky notes that are a regular consumer item to this day.
Know your market
We are used to thinking directly about a solution. However, it is advisable to first understand the context, the problem, what the client is looking for us to solve.
To do this, one option is to propose a matrix model: Splits a sheet into multiple columns. The first must contain the problem and in the subsequent ones you must write down the possible solutions, which will be discarded to find the most viable one.
Rules for generating great ideas
Achieving a successful brainstorming process depends on applying a set of rules. Following them rigorously will help you maximize the number of executable ideas. Take note of them:
- Maintain focus. Start by defining the problem at hand, ideally related to the customer’s need. Don’t let the discussion stray too far from this point.
- Follow the rules. It is advisable to clarify the rules beforehand and ensure that everyone complies with them. These may include: making judgments at the end, having one conversation at a time, privileging quantity, being visual and encouraging crazy, different ideas, etc.
- Think visually. Write the ideas or draw them in a place where everyone can see them, write them down on post-its so you can move them and regroup them.
- Prepare. Before brainstorming, it is advisable to carry out a dynamic or induction on the topic in question. It can be a trip, conversations with clients or a workshop, among other activities.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.