Why Brainstorming is Broken (and What to Do Instead)
The word “brainstorm” conjures up energy: big ideas, sticky notes, maybe a whiteboard covered in scribbles. But let’s be honest, most brainstorming sessions are a bust. People shout the obvious; the loudest voice dominates, and the “storm” produces more drizzle than thunder.
Why Classic Brainstorming Fails
The traditional method, “throw out as many ideas as you can, no judgment”, sounds good in theory. But research tells us:
Groupthink kills originality: People converge on safe ideas fast.
Fear of judgment silences voices: “No bad ideas” doesn’t magically erase risk.
Quantity ≠ quality: A hundred bland ideas still add up to bland.
Better Ways to Spark Creativity
Facilitation turns brainstorming from chaos into something useful:
Structured prompts: Instead of “Any ideas?” ask, “How might we solve this with zero budget?” Constraints breed creativity.
Solo then share: Give people quiet time to write first, then combine ideas. This prevents groupthink and surfaces hidden gems.
Visual thinking: Sketching ideas gets teams out of verbal ruts and into new territory.
The Payoff of Doing It Right
When teams feel safe to take risks and are guided with the right structure, brainstorming actually works. You get fewer, stronger ideas, and the buy-in to carry them forward.
The storm doesn’t have to be broken. It just needs better weather patterns. We can help.
