In her book, Creative Conspiracy, Leigh Thompson of the Kellogg School of Management, cites dozens of studies that suggest that the business world is brainstorming backwards. If we just look at the data, we’ll not only understand brainstorming better in theory, we’ll make it much more successful, repeatable, and genuinely, heartbreakingly, simple.Īnd the highly advanced, futuristic technology that will get us there? The sticky note.īut first, we need to understand something. Teammates Slowly Swivel Chairs, Stare at Table, Wait for Someone Else to Speakīrainstorm sessions actually deserve more objective clarity.Proud Boss Beams as Team “Feels It” – Has No Idea How to Do That Again.Brainstorm Session Sidetracked by Hyperactive, Talkative Colleague.Marketing Team Excited About Huge Pile of Ideas They’ll Never Actually Execute.
The real headlines to our brainstorm meetings today sound more like this: They’re worshipped from all sides as glorious, team-building discussions that yield all the answers we’ll ever need to transform our businesses forever.īut let’s be honest. All that aside, brainstorm sessions are still somehow accepted as ephemeral. We live in an age when many marketers seek to remove all subjective thought behind their work, asking will-this-be-on-the-test-style questions about ideal word counts, whether humor converts to leads or how many images, exactly, should be used in a blog post. It’s not like we aren’t trying, since I suspect nearly all of you have led or joined such a meeting, but we keep ignoring the science and the data behind idea generation to establish a best practice for content marketing brainstorming. Ask a hiring manager about the marketing team’s approach to brainstorming, and what he’ll tell you could be captured in this headline: “Brilliant, Cohesive Team Creates Amazing New Ideas to the Delight of Millions Everywhere – High Fives Ensue.”īut in reality, the vast majority of group brainstorm sessions fail to do anything but waste our time and our employers’ money.
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