Brainstorming was first popularised in the 1930s as a creative technique for generating ideas and solving problems. Since then, mixed attitudes have emerged regarding its effectiveness above other methods for sharing and collecting ideas. Nevertheless, it is widely recognised as an enjoyable group experience that can aid team building.
There is no doubting the assertion that employees do have good ideas. In fact, a recent global study by IBM found that the top source of innovative ideas is a company’s employees. Brainstorming is specifically designed to assist the collection of ideas, focussing on quantity over quality, and encouraging more unusual or unorthodox suggestions or approaches. In this sense brainstorming is about ideas - not necessarily ‘good’ ideas.
And herein lies the strength and weakness of brainstorming. It is argued that ideas should be positively considered and developed during a brainstorming session, but criticism or evaluation should not occur - in order to maintain a supportive atmosphere. The more ideas are criticised, the less individuals feel they can openly suggest them.
The strength therefore, is in creating an open and inclusive team environment where ideas are received with equal merit and without prejudice. The weakness is that not only might time be wasted developing bad ideas, these ideas need to be subsequently criticised and evaluated - adding a laborious next step with no guarantee that good ideas will result. Another potential risk is that ideas received positively during a brainstorming session but later dismissed may result in dissatisfaction as individuals feel their ideas have been ignored (it is therefore important to manage expectations throughout the process).
Of course, good ideas may result from brainstorming. Indeed, that one crucial, business changing idea that may never have surfaced without the act of brainstorming, may pop up from nowhere. The point is - brainstorming is not a hugely efficient ideas generation process - but it is a positive and engaging team building exercise.
So what should we learn? They key message is to take brainstorming for what it is: an engaging experience that helps teams feel equal and involved in the ideas generation and problem solving process. But at the same time, it should not be relied upon to generate that next big idea or solve your toughest problems. Even though potentially, it may well do.
Read the guide Lead and motivate your staff which includes advice on team building.