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The Power of brainstorming: Everything you need to know

Brainstorming is the cornerstone of creativity and innovation. It's the quickest way to generate a variety of creative ideas, involving a diverse group of people to gather various viewpoints and inputs. Whether you're looking to surprise and delight clients, achieve better results with fewer resources, or make your team more innovative, brainstorming is an essential tool in your arsenal. 

The magic of brainstorming: Why it works 


Brainstorming sessions are highly effective for several reasons: 

  • Quick idea generation: It's a fast method to come up with creative solutions. Brainstorming encourages team members to come up with as many ideas as possible, without judgment or criticism, and without attempting to evaluate or critique any proposed solutions. This encourages creativity, as team members are more likely to come up with solutions outside of their own thought processes. 

  • Inclusive participation: Brainstorming involves a wide range of participants, bringing different perspectives together. For example, having team members from different departments or backgrounds (technical, marketing, sales, etc.) can provide unique insights that would never have occurred to a single individual. Brainstorming improves team collaboration. By involving a diverse group of people in the brainstorming process, each team member can contribute their unique perspectives and insights. This motivates a sense of inclusion and teamwork and enhances the overall quality and creativity of the ideas generated. Through collaborative brainstorming, teams can build stronger relationships, develop open communication, and establish a shared sense of ownership towards the goals and outcomes of the project. 

  • Fun and engaging: When done right, it can be an enjoyable experience, making participants more willing to contribute. For instance, asking participants to draw a picture of a problem they are trying to solve or creating a game out of identifying solutions to a particular problem can help to create a sense of teamwork and engagement. 

  • Proven success: The methodology works well in various settings and industries. One case study that demonstrates the success of collaborative brainstorming is from the tech giant Google. They famously hold regular brainstorming sessions called "20% Time”, where employees are encouraged to spend 20% of their workweek on side projects of their choice. This approach has led to the creation of innovative products such as Gmail and Google Maps. This highlights the power of collaborative brainstorming in stimulating creativity and driving successful outcomes. 


However, despite its benefits, some people doubt brainstorming. This often results from poorly conducted sessions that lack clear objectives, diversity, or proper follow-through. 

Common mistakes in brainstorming sessions 

To ensure brainstorming sessions are effective, avoid these mistakes: 

  • Unclear objectives: Start with a clear goal to guide the session. Setting clear objectives in brainstorming sessions is crucial for their effectiveness. Clear objectives help to provide focus and direction, ensuring that the team stays on track and generates ideas that align with the desired outcome. Without clear objectives, brainstorming sessions can become unfocused and unproductive, leading to a waste of time and resources. Additionally, clear objectives create a sense of purpose and motivation among team members, increasing their engagement and commitment to the brainstorming process. 

  • Lack of diversity: Including people from different backgrounds and departments to get a wide range of ideas. As explained before, including people from different backgrounds can enhance creativity by bringing diverse perspectives, experiences, and skill sets to the brainstorming session. For example, including participants from departments such as marketing, engineering, finance, and customer service can provide a well-rounded understanding of the problem or challenge at hand. This diversity allows for a wider range of ideas and solutions to be generated, leading to more innovative and effective outcomes. 

  • Dominant leadership: Supervisors shouldn't run meetings to avoid limiting creativity. Everyone should be given a chance to express their opinion openly and without judgment. The brainstorming session’s moderator should ensure that everyone's opinion is heard and respected.  


  • Immediate criticism: Let go of judgment to allow the free flow of ideas. Creating a non-judgmental environment for brainstorming encourages team members to freely express their ideas without fear of criticism or rejection. This provides a sense of psychological safety, where individuals feel comfortable sharing even their most unconventional or unusual ideas. In this supportive atmosphere, creativity flourishes as diverse perspectives are valued, and innovative solutions are more likely to emerge. Ultimately, a non-judgmental environment in brainstorming sessions can lead to breakthrough ideas and truly transformative outcomes. 

  • Insufficient ideas: Aim for quantity; the more ideas, the better. Discuss the benefits of quantity over quality in idea generation. Generating a large quantity of ideas in brainstorming sessions allows for a broader range of possibilities. This increases the likelihood of discovering innovative and original solutions. It also encourages participants to think outside the box and explore unconventional ideas that may not have been considered initially 

  • No follow-through: Assign actions to ensure the most effective ideas are implemented. By assigning actions to ensure that all ideas are taken seriously and are implemented, it encourages participants to be creative and consider all possibilities. Additionally, it ensures that the most effective ideas are ultimately implemented, ensuring that all ideas are put to good use. 


Guidelines for effective brainstorming 

Follow these guidelines to maximize brainstorming effectiveness: 

  • Quantity over quality: Encourage as many ideas as possible without worrying about feasibility. 

  • Suspend judgment: Create an environment where all ideas are welcomed and not criticized immediately. 

  • Think beyond reason: Push conventional thinking boundaries to come up with truly innovative ideas. 

  • Build on others' ideas: Encourage participants to expand on each other’s suggestions. 

  • Focus on short, specific, and action-oriented ideas: Clear and concise ideas are easier to evaluate and implement. 

The brainstorming process 

A structured approach can enhance brainstorming effectiveness: 

  1. Define the challenge: Clearly articulate the problem or opportunity.

brainstorming process

2. Generate ideas using divergent thinking: Encourage a wide array of ideas without judgment. Focus on generating many ideas. This phase is about exploring all possibilities without restraint. 

3. Evaluate ideas using convergent thinking: Narrow down ideas based on specific criteria.  

4. Assign actions to the best ideas: Ensure the top ideas are actionable and assign responsibilities. Evaluate generated ideas against set criteria to select the most promising ones. 

Criteria for selecting innovative ideas 

Use a set of criteria to evaluate and select the most promising ideas. Here are some examples. 

  • Novel: Is the idea original and innovative? 

  • Attractive: Does the idea appeal to the target audience or stakeholders? 

  • Feasible: Can the idea be realistically implemented? 

  • Better for customers: Enhances the customer experience. 

  • Simpler for staff: Makes processes easier for employees. 

  • Cheaper for the company: Reduces company costs. 

Advanced brainstorming techniques 

Explore techniques that will keep brainstorming fresh and effective: 

  • SCAMPER: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse. 

  • Nominal group technique: Each participant writes down ideas, which are then discussed and prioritized. 

  • Redefine the problem: Root cause analysis of the problem: Look at the problem from a different perspective. 

  • Reverse the problem: Consider what could be done to cause the problem and then reverse these actions. 

  • Random word: Use a random word to stimulate creative thinking. 

  • What if?: Ask hypothetical questions to stretch the imagination. 

  • Freewriting: Write continuously for a set period without worrying about grammar or structure.

  • Break the rules: Challenge the status quo to find innovative solutions. 

Make brainstorming work for you. 

For brainstorming to be truly effective, it requires commitment and proper execution. Ensure a diverse group of participants, establish clear objectives, and follow through with the most effective ideas. If you create an environment where creativity is encouraged, you'll unlock innovative solutions and drive your projects to success. 

About NETO Innovation 

This blog post is brought to you by NETO Innovation, a leading organization in Research, Development, and Innovation. Founded in 2021 by a team with over 15 years of experience, NETO Innovation excels in grant writing, innovation and project management. Our multidisciplinary team, covering fields such as Materials, Chemistry, Health, Electronics, Marketing, and Finance, is dedicated to support you in turning your innovative ideas into market-ready solutions.  

If you're willing to implement these brainstorming techniques and elevate your team's creative potential, NETO Innovation is here to help. We specialize in innovation management and grant writing to secure the funding you need to bring your ideas to life. Contact us today to learn how we can support your next big project and drive your innovations forward. Let's secure your future together! 

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