Companies that maintain a competitive edge continually reinvent and improve
the ways in which they serve clients. They generate new ideas and develop
innovative processes by encouraging employees to consider alternate
solutions to common business challenges. One way they're coming up with new
approaches is through regular "brainstorming" sessions.
Although creativity can't be forced, it is possible to take steps to foster
an environment conducive to generating ideas. The following tips will help
you hold more productive brainstorming sessions.
- Collect ideas in advance. To get team members thinking creatively, ask
each to submit an idea prior to the meeting. Remind them that there is no
such thing as a bad idea and that none can be too outrageous. Having a bank
of ideas to draw on can break the ice and get the session off to a quick
start.
- Set the stage. Meet in a comfortable setting with few distractions.
Consider an off-site location, such as a conference center. Ask
participants to dress casually to help create a more relaxed atmosphere.
- Morning may be best. Two-thirds of advertising executives surveyed by
our company said that the morning hours are the most conducive to creative
thought. Typically people feel refreshed and relatively free of
distractions in the morning, making it an ideal time for brainstorming
sessions.
- Zero in. Closely define the objective, and ask the participants to stay
on topic. For example, rather than brainstorming solutions to a general
issue such as how to improve business, focus instead on a specific challenge
such as how to accelerate your response time to customer requests.
- Invite free expression. Insist that all participants suspend judgment of
suggestions that are presented. Encourage employees to come up with the
most "out of the box" ideas they can think of and not to judge themselves or
others. Ask that only one person at a time speak, and be sure that less
vocal employees get the chance to join in the discussion.
- Go for quantity. Challenge the team to come up with 50 ideas in the first
hour to get things started and to help them turn off their internal
"critics." The focus then becomes "how many ideas can I come up with"
rather then analyzing how well an idea may be received before presenting it.
- Encourage teamwork. Ask participants to build on each other's thoughts.
One member's creativity will stimulate an idea from someone else.
Brainstorming is a group process and won't be effective if people are
proprietary about their ideas or fail to listen to suggestions from others.
The bridge from an original idea to a workable concept involves several
stages and can be accomplished more successfully with collaboration.
- Provide "food for thought." Have light snacks and beverages available for
an energy boost, but don't let food become the focus of the meeting.
- Mix work and play. Creativity is fun, and your employees should look
forward to brainstorming sessions. It is one of the few forums in which
they can offer ideas in a completely safe-to-risk environment.
In a survey commissioned by our firm among the nation's top executives, 89
percent of respondents said they believe companies are doing more to promote
creativity than five years ago. And brainstorming good ideas regularly is
part of that effort. As a manager, brainstorming sessions can help you
identify some of your firm's best thinkers. You may be surprised at just
how creative your employees can be when given an open forum.
-- Article courtesy of Robert Half International, which has more than 250
locations in North America, Europe and Australia, and offers online job
search services at
www.rhii.com.
