Let Someone Else Brainstorm For You is Post #9 in a series from a presentation entitled 11 Great Creative Slip-Ups: The Most Common Mistakes in Brainstorming. The introduction to the series begins here.
The problem: Getting too close to your own perspective
There’s a well-known truth in creative circles. The more you know about something, the less creative you are.
(You might recognize it as a variation of the phrase from Tao Te Ching: The more you know, the less you understand.)
To paraphrase, the more a person learns, the more likely they are to be constrained by what they know.
Knowledge mixed with ego creates knowledge beyond rebuttal.
Emotional proximity means no objectivity.
They know what they know, and there is no other answer.
More so, once they become too close to their fixed thinking, brainstorming with them or for them is impossible.
Worse, as they deplete their own creativity, they prevent it in the people around them.
This problem is often extremely difficult for a person to realize or admit.
So, this post is dedicated to the wonderful people who are in charge of the creativity for their organisation, but who need to get out of their own way.
You need to let someone else do your brainstorming for you.
This post is inspired by my very dear friend Marilyn (the mother of four hyperactive boys). She keeps her sanity by hiring a babysitter one Saturday every month. Her credo fits here very well: Sometimes you need to let someone else take care of your kids for you.
Change “kids” to “ideas” and you get my point.
The solution: Let someone else brainstorm for you
Here are five suggestions.
1. Agree on the rules before you leave.
Any mother will tell you it’s not easy leaving behind the kids for the night. You need to leave instructions for the babysitter.
The parallel is outlining clear instructions – such as a brief or a mini-proposal – that is concise, informative and positive. Go over the brief with the babysitter .. er, facilitator … before you surrender.
Make sure everything’s clearly understood. Leave a contact number if the facilitator needs to get hold of you. But,m once you have agreement, it’s time for you to depart and let them surprise you with their creativity. Now, that said …
2. If you tell people to ‘think outside the box’ – that goes for you too.
Probably my least favorite creative phrase, it’s often used more as a one-way challenge than as inspiration.
Based on the research of Norman Maier and , the phrase Think Outside The Box means to break through one’s assumptions of what’s possible.
To use it effectively, you have to apply the phrase to everyone, including yourself. It’s pointless to tell your team to dazzle you with their creativity when you remain closed off from new possibilities or re-thinking your perspective on an old situation.
3. Outline the creative criteria.
Just as important as the brief, agree on the criteria that you’ll use to select the best ideas. Don’t use the vague standard – I’ll know it when I see it – because it’s very possible you’ll be in the wrong mindset to be objective. For suggestions on criteria you might use, see my earlier post on.
4. Get a trained brainstorm facilitator to run your next meeting.
More than a traditional meeting facilitator, a brainstorm facilitator has additional training in creative problem-solving, specifically how to draw out ideas and concepts by inspiring and engaging people’s imagination. A facilitator can be even more valuable in situations where the senior person needs to take a step back from the situation because a good facilitator (is) …
- Unencumbered with politics. As the cliché goes, they see opportunity in every difficulty, rather than difficulty in every opportunity.
- Brings fresh eyes to the project. They can help others see something new within the obvious.
- Energizes with their vitality particularly if the senior leader (or the entire team) is worn-down and frustration by the situation, environment or personalities involved.
- Balanced and neutral. He/she can ensure that not only all voices are heard, but that each is given fair merit.
Just like finding the right babysitter, you need to find a facilitator you can trust. Part of that trust must be based on the concept that the facilitator – outside of the meeting room – will constructively challenge your assumptions and opinions. He or she cannot be a cardboard cut-out of yourself. Their role is NOT to mandate your ideas or criticize other’s ideas on your behalf.
Alternatively, find and train an internal facilitator.
If this is a regular issue in your organization, train someone internally to take on the role of creative or brainstorm director.
It’s a valuable skill for the right temperament. The key is whether or not you have the right person in-house already. Go to an earlier post – – for more detail.
5. Create a list of ‘rent-a-nuts’
Sometimes the problem is your team is as deflated and jaded as you are. Brainstorms can become an exercise in diminishing returns. It’s time for new thinkers. The most viable option I’ve tried is a list of local trouble-makers who you can call in for external help.
I have a list of 25-30 people who I know can be called up in a pinch to help brainstorm. On my list are women who’ve gone off on maternity leave. Free-lance consultants and writers. People who work in parallel industries. Food stylists and photographers. Artists in general are excellent too, particularly if you use them to lead idea/art jams. Use your network on social networks to identify potential personalities locally.
What other tactics have you tried when you’ve let someone else run your brainstorming? Please add your thoughts and comments below.
If you want to return to the original article with links to the other ‘Slip-Ups’, click here.
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