How to run one

1. State the problem clearly and specifically before anyone contributes.
2. Have everyone add ideas independently, without discussion.
3. Group and review the ideas together once everyone has contributed.
4. Then discuss, combine, and select.

Getting more and better ideas

• Have people write independently before sharing. This single change consistently produces more ideas and more variety than open discussion.
• Separate generating from evaluating. Criticism during generation reliably suppresses the more unusual ideas, which are often the valuable ones.
• Define the problem narrowly. Vague prompts produce vague ideas.
• Encourage quantity first. Selecting from a long list is easier than improving a short one.
• Let people build on each other's ideas in the second phase, which is where group work genuinely adds value.

Frequently asked questions

Why is group brainstorming often ineffective?

Research consistently finds that groups produce fewer ideas than the same individuals working separately and pooling results. The main causes are people waiting their turn and self-censoring in front of others.

What is brainwriting?

Generating ideas independently in writing before any discussion, then sharing and building together. It reliably outperforms open verbal brainstorming on both quantity and variety.

Should ideas be anonymous?

Often yes, particularly in teams with visible hierarchy. Anonymity reduces the tendency for junior members to defer to whatever a senior person suggested first.