How to make brainstorming actually work

Michel
16 hours ago
3 min read

A vibrant illustration depicting a brainstorming session, with a human brain at the center surrounded by creative and scientific doodles. Two hands on either side draw or write ideas, symbolizing collaborative thinking. Red arrows connect the brain to various icons such as a globe, smiley face, rocket, gears, lab flasks, and mathematical equations representing the fusion of creativity and logic in a dynamic brainstorming process. — The Brain of a Brainstorm

We’ve all been there, stuck in a so-called “creative” meeting where ideas go nowhere, a few voices dominate the room, and nothing ever really changes.

Brainstorming is supposed to unlock innovation, right? So why does it so often fall flat?

The truth is, most brainstorming sessions fail not because the idea is flawed but because the execution is. When done correctly, brainstorming remains one of the fastest, most inclusive, and most effective ways to generate real solutions, especially when dealing with complex challenges like sustainability, digital transformation, or public sector innovation.

This blog breaks down how to run a brainstorming that truly delivers, step by step. You’ll also find practical tools you can use right away to energize your team and turn ideas into action.

Why bother with brainstorming?

Innovation doesn’t happen in isolation. Brainstorming remains one of the best ways to bring together diverse perspectives, break through habitual thinking, and surface ideas that might otherwise stay buried. When it’s done well, it encourages quantity over perfection, builds momentum, promotes shared ownership, and helps connect the dots across departments or divisions.

When the challenge is messy like reducing emissions, redesigning services, or aligning multiple stakeholders collaborative idea generation is not optional. It’s essential.

Why brainstorms often fail?

The most common reasons are familiar. The problem is too vague. A few people dominate the discussion. Someone criticizes ideas too early. No one follows up.

These are not personality flaws. They are process problems, and fortunately, they’re easy to fix with the right structure.

A better brainstorming process

Here’s a four-step approach you can apply in any organization or team.

1. Define the challenge

Start by narrowing the focus. Instead of asking how to improve, ask how you might increase impact with fewer resources, how you can design services people actually want, or how to turn goals into action.

A comparison diagram of divergent thinking versus convergent thinking. On the left, divergent thinking is illustrated with a central "QUESTION" branching outward to multiple "IDEA" labels, showing the generation of many possible ideas. On the right, convergent thinking is shown with several "FACT" labels pointing inward toward a central "ANSWER," representing the process of narrowing ideas down to a single solution. The background is soft pink, and both sections are framed like computer windows. — Divergent vs convergent thinking

2. Divergent thinking (idea generation)

Go for volume. Fifty or more ideas is not too many. Suspend judgment, keep ideas short, specific, and action-oriented, and encourage people to build on each other’s suggestions.

3. Convergent thinking (idea selection)

Now apply filters. Is the idea novel? Will people find it attractive? Is it feasible to implement? You can also ask whether it improves user experience, simplifies delivery, or reduces costs. Then let the group vote quickly and visually.

4. Assign action

Every idea that makes it through needs, someone to own it. Without ownership, even the best ideas will fade away.

Stuck? Try these advanced brainstorming moves

A colorful bubble chart illustrating the SCAMPER creativity technique. A central large purple circle labeled “SCAMPER Techniques” is surrounded by seven smaller circles, each representing one technique: “Substitute” (green), “Adapt” (teal), “Modify” (yellow), “Put to Another Use” (red), “Combine” (blue), “Eliminate” (orange), and “Reverse” (light turquoise). Each technique is a method used to enhance brainstorming and innovation. — SCAMPER: A key brainstorming method

When your team feels stuck, try one of these creative methods to reset the energy. Use SCAMPER to push ideas in new directions by substituting, combining, adapting, modifying, repurposing, eliminating, or reversing key elements. Reverse the problem by asking how to make it worse and flip the answers. Use random words to introduce unexpected connections. Apply similes and metaphors to see your challenge from a new angle. Or try freewriting by setting a timer for five minutes and writing continuously about the topic without stopping or censoring thoughts.

These methods help push beyond the obvious and uncover ideas that are creative and practical.

Final thought: brainstorming is a skill

It’s not just about generating ideas. It’s about creating the right environment for ideas to emerge, evolve, and take root. With the right challenge, structure, and energy in the room, your team is already capable of more than you think.

So the next time you’re faced with a complex problem, don’t settle for another tired meeting. Create the space, invite the voices that matter, and ask the questions that spark change. You might be surprised by what’s possible.

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