Ever since brainstorms were invented they’ve had their detractors. I’m sure you’ve sat through plenty of bad ones (excruciating) or good ones which achieved nothing (frustrating). Here’s why academics say brainstorms fail – and here’s what I reckon, from my experience, you can do about it.
Problem: Free-riders – can sit back and let everyone else in a group do the work. People think there’s nothing at stake and so don’t take it seriously.
Fix: Break larger groups into subgroups of two to four people during the brainstorm. It is much harder to free-ride in a smaller group. Build in feedback time. If people know they will have to share, test or pitch their ideas at the end of a session, they pay more attention.
Problem: Fixation – participants fix on weak ideas because they don’t know enough about the subject.
Fix – Set ‘homework’ in advance so that everyone arrives at the session properly briefed with good data.
Problem: Social matching – we have a natural tendency to conform with out peers and bosses.
Fix: try Brainwriting techniques which allow ‘weaker’ voices to be heard. Devil’s advocate techniques make it ok to break away from an apparent consensus.
Problem: Safety first – people who think their ideas will be judged won’t volunteer unusual or wild ideas.
Fix: explicitly encourage wild ideas during the divergent or playful phase. Reassure more sceptical members of the group that wild ideas can be tamed in the convergent or serious phase.
Problem: Production blocking – listening to someone else’s idea stops you realising your own.
Fix: Use silent techniques and small group discussions.
Problem: Cognitive overload – there’s too much chatter for people to think clearly.
Fix: Build in plenty of breaks which allow people to ‘incubate’ their own ideas.
Credit: Kohn, N. and Smith, S.M. (2011) Collaborative fixation: Effects of others’
ideas on brainstorming, Applied Cognitive Psychology, 25(3), 359–371.