Brainstorming or “brainstorming” is, in a nutshell, a technique used to find solutions. In this article we are going to review the origins of the term and its usefulness, as well as some tips to apply it in your business routine.
What is brainstorming?
If we break down the term, we find two words in English: “brain” (“brain”) and “storming” (which refers to a storm). That is why in Spanish this technique is usually known as “brainstorming”.
The following characteristics usually appear in a brainstorming:
- Spontaneity predominates and takes place in a relaxed atmosphere. Of course: there are a series of rules to follow so that everything goes as planned and productively.
- The intention is to find effective solutions to improve aspects of a business, project or company, or else.
- In most cases it is about teamwork, in which synergy is fundamental.
- It is desirable to find unexpected concepts, which were not seen at first glance.
Who created brainstorming?
The history of this technique dates back to 1939, when the advertising expert Alex Faickney Osborn (1888-1966) proposed applying the now-famous brainstorming to this area.
The New York native is a benchmark in the field of advertising and creativity. He worked in different companies in the field and in 1919 was part of the foundation of the BDO agency, later renamed BBDO, a firm that currently maintains its prestige in the area with a presence in more than 80 countries.
Osborn is the author of reference books for creatives such as Wake Your Mind: 101 Ways to Develop Creativity, Applied Imagination: Creative Problem Solving Principles and Procedures, and How to Think.
His most famous legacy is the “brainstorming” and proposed that it be carried out in a relaxed atmosphere. In his experience, the expert noted that working groups generate more and better ideas when they start from a basic rule: do not discuss.
In his book Applied Imagination, published in 1953, the American creative explained that:
Brainstorming is a technique in which a group of people looks for the solution to a specific problem, putting together all the ideas spontaneously contributed by its members.
Alex Faickney Osborn
Brainstorming: what is it for?
- It has the potential to fix creative blocks. By advancing without pressure, it breaks that “blank page” and allows the project to be put into motion.
- It is useful for collecting ideas and, based on them, making decisions.
- It serves to give voice to the different parts that make up a project. In this sense, it stimulates the participation of all the people in the team.
- It improves communication and generates a relaxed atmosphere in work teams.
- It is an engine for innovation.
In addition to these virtues, brainstorming offers solutions for specific tasks. Look at some examples:
- When applied efficiently, it can bring members of a work team closer together, getting different parties to adopt more perspectives. That is, it helps to get more views.
- New ideas can lead to more.
- When a problem or obstacle arises, group synergy could collaborate in the adoption of so-called “lateral thinking”, solutions that are not visible at first.
- It is a good way of thinking and choosing the name or logo of a new company.
5 tips for brainstorming
1. The more ideas, the better: as the term implies, brainstorming does not require overly calculated movements: it is committed to spontaneity, free expression and openness.
The idea is to create a certain chaos in order to then order these proposals and move towards possible solutions or profitable plans.
In brainstorming, all ideas are acceptable and it is not advisable to criticize them as soon as they are stated, but to let them have their necessary maceration.
It is essential that from the beginning all participants are aware of the problem for which solutions are sought. All the ideas that are shared will be of no use if you do not clearly know what the goal towards which you are advancing is.
2. Freedom, but with rules: Brainstorming usually has four basic rules:
- Do not make assessments or criticize the proposals of other participants when writing down the ideas; that is left for a later stage.
- Everyone can participate, even when it comes to somewhat absurd or complex ideas.
- The quantity of ideas in the initial stage is important: as we pointed out before, the more there are, the better.
- Stimulation and teamwork are essential: ideas can be combined, then improved, and so on.
3. How to form the teams: the ideal number of groups to brainstorm is between the 5 and the 15 participants. One of the people must be in charge of coordination, to guide and check that the rules are followed.
You must also set the how ideas are going to be written down: Some possible formats are notebooks, whiteboards, sticky notes, on technological devices such as computers or tablets, etc.
4. The environment is important: it is convenient for the space to be comfortable and quiet, and it is recommended that the groups be arranged in a circle.
5. Follow the stages of brainstorming: it is important to follow the order of the different instances: first, present the problem; then rethink and think about different points of view; then start brainstorming; and, finally, review together the ideas created by the groups.
Can you brainstorm alone?
Throughout this review –and in most of the articles that deal with the ABC of brainstorming– we talk about teamwork.
Now, is it possible to brainstorm alone? Or, rather, is it useful to perform this task without company? Is creativity a recipe that is only cooked in a group?
As Esther Lastra pointed out in, published on the Direct Marketing site, loneliness sometimes plays an important role in creativity.
In that sense, why not dare to brainstorm alone? Lastra mentions the cases of famous creatives in history such as Elon Musk, Thomas Edison and Albert Einstein, who coincide in their preference for working alone.
If companies want their employees to squeeze the most out of the creative lemon, they need to give them some alone time to fuel their wildest ideas and explore totally uncharted territory.
Esther Lastra
Have you ever decided to do your own brainstorming? We recommend that you have a notebook handy or that you film yourself as if you were doing a live. You will be surprised with all the triggers that can arise to boost your business.
From for your social networks, putting together the launch of your products, rethinking the packaging design and alliances with other entrepreneurs to boost sales, everything can arise in a space dedicated to organizing brainstorming.
Dare to apply this technique and show the world what you are capable of doing!
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