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Mastering Brainstorming Techniques: A Guide for Business Owners

Nov 2023

In the fast-paced world of business, problem-solving and innovation are essential to stay ahead of the competition. One invaluable tool at our disposal is brainstorming. In fact the renowned journal "Brainstorming Groups in Context: Effectiveness in a Product Design Firm" surmised that brainstorming sessions were one of the most effective idea generator tools (Hargardon 1996). In this blog, we'll explore the intricacies of brainstorming, its significance and delve into the 5 fundamental steps that can lead to a productive brainstorming session.

What is Brainstorming?

Brainstorming is a structured method to generate a multitude of creative ideas. It often involves a group of individuals sharing thoughts in a systematic manner, aiming to tackle a specific problem or generate innovative concepts. This technique has long been hailed as an approach that encourages free thinking and teamwork. And here at Collaborate, it’s something we use regularly!

Why Do We Brainstorm?

Brainstorming within a business context yields several advantages, making it a vital resource for entrepreneurs and business owners. Let's delve into the key reasons why brainstorming is imperative in our professional lives:
  1. Encourages Innovation: Brainstorming can spark unconventional ideas and inventive solutions, therefore fostering a culture of innovation and creativity within your organisation.
  2. Helps Clarify Your Thoughts: Expressing concepts verbally or visually during a brainstorming session aids participants in finalising their own ideas and refining them to fit our business objectives.
  3. Enhances Problem-Solving Skills: It stands as an effective method for resolving more complex issues by harnessing the collective knowledge of the group. It's an excellent tool to break down trickier challenges into manageable components.
  4. Facilitates Teamwork and Collaboration: Brainstorming is an ideal platform to encourage collaboration, as it can bring together a diverse team to work collectively towards a shared objective.
  5. Creates a Pool of Diverse Ideas: By promoting diverse participation, brainstorming results in a broad spectrum of ideas. This diversity often leads to comprehensive, unique and innovative solutions.

How to Run a Successful Brainstorming Session in 9 Steps

Let's now break down the process of executing a successful brainstorming session into 9 distinct steps.

1. Prepare for the Brainstorming Session

Effective preparation is essential to ensure a successful brainstorming session, as it maximises the utilisation of your time and resources. Here's what you need to do:
  • Define your objectives: Clearly articulate the purpose and goals of the brainstorming session. What problem are you trying to solve or what ideas are you looking to generate?
  • Gather necessary materials: Ensure you have all the tools, supplies and equipment required for the session. This might include whiteboards, markers, sticky notes or digital collaboration tools.
  • Set a schedule: Allocate a specific time frame for the session and communicate it to participants well in advance.
  • Arrange refreshments: Depending on the duration of your session, consider providing snacks and drinks to maintain participant energy and focus.

2. Create a Plan

An organised plan is the foundation of a productive brainstorming session. It offers a clear roadmap for how the session will be conducted and what you aim to achieve.
  • Agenda: Outline the topics and activities for the session, including the time allocated for each.
  • Roles and responsibilities: Assign specific roles to participants, such as a facilitator, timekeeper and note-taker.
  • Icebreakers: Begin the session with a warm-up exercise to encourage participation and creativity.
  • Evaluation criteria: Define how you will assess and prioritise the ideas generated. This can include criteria like feasibility, impact or cost-effectiveness.

3. Find a Suitable Communal Space

It is important to select the right location for your brainstorming session. Look for a space that encourages creativity, collaboration and comfort.
  • A well-lit office space or meeting room with comfortable seating
  • Whiteboards, flip charts or digital screens for visualising ideas
  • A quiet environment free from distractions

4. Invite the Right Mix of Attendees

The effectiveness of your brainstorming session depends on the diversity and expertise of your participants. Invite individuals who can bring different perspectives to the table and contribute to the objectives of the session.
  • Include team members with diverse backgrounds and skill sets.
  • Encourage participation from both introverts and extroverts.
  • Consider involving subject matter experts when relevant.

5. Choose the Right Brainstorming Tools or Methods

Numerous brainstorming techniques and tools are available. Select the ones that best align with your objectives and group dynamics.
  • Mind Maps: Utilise mind mapping software or traditional pen-and-paper methods to visually represent ideas and their connections.
  • Round-Robin Brainstorming: Each participant takes turns sharing one idea at a time, promoting equal participation.
  • Brainwriting: Participants write down their ideas on paper or digital platforms, passing them to others for further input or inspiration.
  • SWOT Analysis: Examine strengths, weaknesses, opportunities and threats related to your topic for a structured approach.

6. Define Your Brainstorming Goal or Question

Before launching into the creative process, ensure that you have a clearly defined question or challenge to address. This serves as the focal point of the entire session and guides participants in generating relevant ideas.

7. Set Parameters

To maintain focus and encourage a productive session, establish some simple ground rules. These may include guidelines for communication, the quantity of ideas generated and respect for each participant's contributions. For instance, you may prioritise quantity over quality during the initial brainstorming phase.

8. Start Brainstorming

Now, it's time to engage in the brainstorming process! Begin by introducing the primary question or challenge and encouraging participants to share their thoughts freely. Remember to encourage everyone to have an opportunity to contribute.  

9. The Next Steps and Action Items

Following the brainstorming phase, it's essential to evaluate and refine the generated ideas. Categorise them, prioritise based on predetermined criteria and transform the chosen ideas into actionable tasks. Assign responsibilities to team members to ensure that these tasks are effectively executed.


Brainstorming is a great technique that enhances innovation, problem-solving skills and teamwork within a business context. By following the 5 core steps outlined in this guide, you can ensure that your brainstorming sessions are both successful and productive. Adequate preparation, meticulous planning, a conducive space, diverse participants and the selection of appropriate tools are the key factors that will lead to the achievement of your brainstorming goals, resulting in the generation of creative, actionable ideas.

Reading List

1. Thinking Fast and Slow:
This International Bestseller book has helped transform the way people think about thinking. With over 10 million copies sold, Thinking Fast and Slow aims to help people maximise their thinking techniques.
2. The Art of Brainstorming:
The Art of Brainstorming by Philip I. Snyder covers everything you need to know about brainstorming, including its origins and principles, tools and techniques, application examples, thinking strategies, and a lot more in an engaging and easy read.
3. The Creative Thinking Handbook:
This book enables you to develop your creative problem-solving skills to make better decisions with an individualized step-by-step strategy. Based on long-term research and testing of the creative thinking process, The Creative Thinking Handbook helps you generate more ideas and find brilliant solutions for any professional challenge.
4. Thinkpak:
Although Thinkpak is not necessarily a book, it is an extremely useful tool for creative thinking and brainstorming. Thinkpak is a creative-thinking tool designed by Michael Michalko, author of the ground breaking book Thinkertoys. This deck of illustrated idea-stimulating cards helps you to view challenges in a new light and come up with creative solutions.  

Links Used:

  • Hargadon, R. I. (1996). Brainstorming Groups in Context: Effectiveness in a Product Design Firm. Administrative Science Quarterly, 685-718.
  • MindTools. (2019, October 16). SWOT Analysis. Retrieved from MindTools: https://www.mindtools.com/amtbj63/swot-analysis
  • Rooney, R. (2023, March 29). How do you align your brainstorming goals with your project objectives? Retrieved from LinkedIn: https://www.linkedin.com/advice/0/how-do-you-align-your-brainstorming-goals-project
This article was brought to you by Collaborate as part of our Better Working series. Collaborate is an independent business centre in central Woking, offering Serviced Offices, Coworking Desks, Meeting Rooms and Virtual Office services. If you’d like to provide some feedback or get in touch, feel free to Contact us.