What is the most widely used tool and process in management today? I would argue that it is brainstorming yet it has the worst track record. It makes people feel good but rarely produces breakthrough ideas. I was reminded of this when I was working with an insurance company during the week. I gave them the challenge of designing the perfect brainstorming session.
Some of their suggestions (and mine)are set out below:
1. Invite a diverse group–people that are close to the problem and outside it.
2. Make it fun. The outcome in these sessions is serious but the process need not be. Make it playful, moving and involving.
3. Run it in half the time. It will focus peoples attention and you will have more people come along.
4. Send out the problem 24 hours before the meeting and ask people to come along with three new ideas.
5. Start with the individual then work up to the group.
6. Place dominant people together in the same group and send them to a break-out room.
7. Try and vary the location of the session.
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