One of the reasons I founded Spark Insights is that I’ve been invited to countless product brainstorming meetings that would start with “So… anyone got any good ideas?”

As you can imagine, you could hear pins drop.

While everyone talks about fostering innovation and creativity at work, so many people wing it when it comes to ideation and brainstorming. In keeping with my 7 Commandments theme, here are 7 ways to make your next brainstorming session fruitful:


Sometimes our best ideas catch us off guard – in the shower, on a jog, reading a novel. Don’t waste that opportunity. Give people a heads up on the session, and more importantly, on the goals of the session. Give them a few days to let their subconscious go to work.

Break the Ice

I learned this one from my colleague @maryp and Innovation Games founder @lukehohmann. People need to shift into a different gear, and use a different part of their brain to brainstorm. You can help facilitate that by using the first few minutes of the meeting to an ice-breaker, to get everyone’s creative juices flowing and make the team feel safe to express their ideas. Mary liked to use ice-breaker cards, with fun questions like “If you were a Beatle, which would you be and why?”, and give people something to build with pipe cleaners, and Luke likes to have participants build their name tag and decorate it to express their personality, giving them a tableful of supplies to work with. Whichever you prefer, it sets the stage for creative thinking and lets people know you’re open to ideas and serious about creativity.

Don’t Stifle

I had to have at least one Don’t – and you’ve heard this one before, but that doesn’t stop most people. Whatever you do, do NOT censor the input. Nothing kills creativity faster than someone, especially someone of authority, piping up and shooting someone down with “Well, sounds nice but it won’t work in real life”. Every idea, no matter how crazy, is useful because it may spark other ideas, and lead somewhere new. One of the best ways to make sure everyone has their say, and nothing is censored is to use methods like having participants write their ideas on post-it notes, as opposed to letting people shout out their ideas. There will be lots of time for clustering and pruning ideas afterwards.

Have Guideposts

While all ideas are welcome in brainstorming, it’s helpful to at least start with guideposts. Often introducing constraints will fuel creative ideas, and, especially if you’re short on time, you do want to have some limits to guide the brainstorm. Are you looking for ideas in a certain industry? That can be implemented in a certain timeframe? Set those upfront. Don’t censor while you’re in the meeting (unless things get out of hand), but do set some guideposts to start.

Have a moderator

It’s really hard to be both an active participant in brainstorming, and keep the session moving. Trust me, I’ve tried. A  moderator’s job is to make sure everyone has a voice, that the team doesn’t go down a rabbit hole or get stuck, and to follow threads and be inquisitive when they think it will yield rich ideas. Having a moderator will make sure you get the most out of the meeting (and even end on time!).

Invite Diversity

I’ve covered this in past posts, but it’s worth mentioning again – the best way to get good ideas is to have lots of ideas, and the best way to get lots of ideas is to invite diverse ideas. Make sure you don’t have a bunch of like-minded thinkers in the meeting – it’s a surefire way of getting the same-old, same-old. Invite people from different backgrounds, different teams, and different areas of expertise – magic will happen.

Use Games

You knew I had to get in at least one plug for Innovation Games, right? It really helps to have some sort of framework to ideation, as opposed to leaving it wide open. Innovation Games have a number of games that help teams come up with new ideas, and to help shape existing ideas.