Rethinking Brainstorming: A Smarter Path to Creative Ideas
Most traditional brainstorming sessions fail to deliver meaningful outcomes. They often suffer from a lack of structure, unclear goals, and dominance by a few participants. In their article Seven Steps to Better Brainstorming, Kevin and Shawn Coyne propose a more effective, question-based method called brainsteering—a structured process designed to generate relevant, actionable ideas.
1. Begin with Clear Criteria
Brainstorming must align with organizational realities. Understanding decision-making boundaries—such as budget limits or regulatory constraints—ensures that ideas remain practical and implementable.
2. Ask the Right Questions
Rather than vague prompts, use specific, thought-provoking questions that shift perspective and narrow the problem space. This helps participants avoid falling into repetitive thought patterns and encourages fresh insights.
3. Involve the Right People
Select team members who have first-hand knowledge of the issue. Avoid inviting participants solely based on their rank. People working directly with problems often provide the most valuable ideas.
4. Break into Small Groups
Divide participants into small groups of 3–5 to discuss one question at a time. Isolate “idea crushers” (e.g., bosses or loud voices) to prevent them from stifling creativity. This “divide and conquer” method ensures richer and more democratic discussions.
5. Set Expectations Early
Make it clear that participants will generate only a few high-quality ideas per session, not dozens. Emphasize depth over speed. Discourage off-topic suggestions during subgroup discussions, but allow participants to note them for later.
6. Avoid Premature Judgments
Rather than letting the whole group vote on ideas, allow subgroups to select their best contributions. Then communicate how final decisions will be made and implemented, setting realistic expectations.
7. Follow Up Promptly
Quick decisions and clear communication after the session are essential. Sharing outcomes—even rejections—with participants increases trust and motivates better participation in future sessions.
Brainsteering transforms brainstorming from chaotic idea dumps into structured, strategic discussions. By asking better questions, involving the right people, and following up with intent, organizations can generate not only more creative ideas—but also more useful and actionable ones.
🔗 Read the full article on McKinsey Quarterly:
“Seven Steps to Better Brainstorming”
By Kevin P. Coyne and Shawn T. Coyne | March 1, 2011
https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/seven-steps-to-better-brainstorming
