Why Your Brainstorming Sucks (And How You Can Fix It!)

"It'll never work."

"We've done that before and it didn't work."

"Yes, but . . ."

"That's stupid."

"NO."

"Get real."

"I'm just playing devil's advocate here."

"No offense, but . . ."

If you're the person who says any of these things during a brainstorming session then your brainstorming style sucks and I can guarantee that most of the folks in the room don't like brainstorming with you.

In improv, we have a word for comments like those. We call that BLOCKING.

Blocking violates all the rules of improv.

Blocking stops the action and in many cases it is impossible to recover the scene.

In a brainstorming session, when people are supposed to be coming up with creative ideas to solve a problem (or create a new product or service). It will also stop the action.

If you're facilitating a brainstorming meeting and you allow any of those comments to be said in your meeting without "calling" the person(s) making those types of comments on their behavior then your brainstorming session sucks and no one likes brainstorming with you.

WARNING: If the person doing the blocking is the boss, or some other high-status authority figure, and you're been given the impossible task of  "facilitating" such a session, you may as well just cancel the catered lunch, pack up the white board markers and end the meeting because after a few blocking comments from the boss everyone is going to clam up.

Put your creativity to better use by figuring out a creative way to AVOID attending a "brainstorming session" demanded by such a person!

I'm particularly saddened whenever I've attended a meeting and the high-status-person-in-charge says, "I need some really great ideas now, folks," and the first person brave enough to open their mouth is blocked with a withering, "Get serious, I'm looking for GOOD ideas." Ouch. 


Let's get things straight right now, a brainstorming session should be a fun, sky's-the-limit-we-can-do-anything time. The Brainstorming GROUND RULES are pretty simple:

1. Everyone must "Yes, and . . ." to generate more ideas than you'll ever use; and, 
2. Everyone must defer judgment (negative comments) on any and all ideas that are spoken, shouted, sung, doodled, danced or delivered in any other manner.

There will be time LATER to pull out the most promising ideas and look at them critically to see if they will work given the time, talent and resources available in your company.

Isn't it better to have 100 (or 1000 or 10,000!) ideas to chose from rather than 10? If you block the action then you've limited the potential of what can be accomplished.

Here's the truth, the really AMAZING idea

-the idea that will be a game-changer for your industry-

is never the first idea!

And it probably wasn't even one idea, it was probably a patchwork of smaller ideas that were created during a really great session where everyone was using the rules of improv to make magic.

If you allow blocking to occur, then you've limited the POTENTIAL of what could be.

Here's a sample brainstorming session. This is the group's first meeting, they've been tasked with updating the employee kitchen/break room. Right now, there's no budget and no limits. They have a generous 3 weeks to go from brainstorming to presenting a plan to upper management.

Chris: Oooh, let's paint the cabinets white!

Pat: Yes, and replace those lousy knobs with sturdier handles!

Sam: Yes, and I think it'd be fun to pull the doors off some of the cabinets so we can see all the cool coffee cups that everyone uses!

Chris: Yes, and . . . let's . . .

Blocker: Just playing devil's advocate here, white cabinets will always be dirty and we don't have the budget to replace the handles . . .  

Sam: Yes, and . . . we'll, uh, re-chrome the existing handles

Chris: Yes! And, instead of painting, we'll have the cabinets deep-cleaned and . . .

Blocker: I hate to break it to you but we deep-cleaned them a year ago before some of you started working here and they still look like crap.

Pat: Okay, let's forget the cabinets and think about the floor, I've heard that cork is an eco-friendly way to go . . 

Sam:  Yes, and you can get it in cool patterns, we could have our company logo put into the floor!

Blocker: No offense but what is that going to COST, I bet it'll take the entire budget the cheapskates in accounting will give us.

Chris: Okay, let's forget the floor, how about replacing the coffee maker with a beer tap!
Pat: (laughing) Yes, and put in a wine cooler!
Sam: Yes, and a Keurig machine! That way people will always be able to get fresh coffee when they want it.

Blocker: Stop being ridiculous! A beer keg and wine cooler would violate policy! And if you put in a Keurig how will you ever provide thermoses of coffee at meetings then?

Pat: Okay, what do you think we should do?

Blocker: I don't know. I thought you'd come up with better ideas.

Arghghghgh! We've all had our fair share of frustrating "brainstorming" meetings like this, haven't we? Not a single idea was fully explored because the blocker stopped every line of thought. People got silly for a minute with the beer tap but it generate a do-able idea regarding the Keurig machine. For a while, people gamely tried to plow ahead but that blocker was able to kill every idea before it was barely uttered.

Who knows where any of these ideas would've gone? We'll never know, but the white paint idea might've spurred further ideas of cool paint ideas (chalkboard paint, glow in the dark, etc) or the idea of removing the cabinets all together or . . . the sky's the limit when no one stops the flow of ideas.

I ask all you "blockers" -and the meeting facilitators that allow it to occur:

Do you really want your team to limit the potential of what you could create?

Here are the ways to STOP blocking creativity during brainstorming and idea generation:

1. If you're the blocker:

Remember the adage, if you can't say anything nice, don't say anything at all. Your services will be required -and appreciated- when it is time to move onto the next phase in the process. That next phase requires everyone to review the ideas that were generated and to think critically and realistically about implementing the most promising of those ideas.

If you're having a difficult time controlling your criticism, make sure each comment out of your mouth begins with these two words: "Yes, and . . . " 

You might intend to be helpful and you might THINK that you're comments are helpful.  But, no one can read your mind, they don't know your intent and will only feel the impression you give as you speak.

These are some impressions that your blocking is giving others:

• You're giving the impression that you're AFRAID; frightened of change or scared to try something new. ("That'll never work.) 

• You're giving the impression that you're stuck in the past -or worse- a show-off reminding the room of your superior seniority/experience/status. ("We've done that before and it didn't work.")

• You're giving the impression that you don't know how to come up with ideas or don't want to collaborate. ("Yes, but . . .)

• You're giving the impression that you're a control freak who is afraid to lose any status or power. ("That's stupid." "NO." "Get real.")

• You're giving the impression that you're unsupportive or limited in your thinking. ("I'm just playing devil's advocate here.")

• You're giving the impression that you're someone who always needs to be right at any cost. ("No offense, but . . .")

WARNING: If -after someone "calls" you on your blocking or negative comments- you then stop talking, refusing to speak even when asked a direct question, all while rolling your eyes and sighing deeply and indicating with your body language that you think everyone else in the room is an absolute idiot. You are STILL blocking.

2. If you're the facilitator:

It is your RESPONSIBILITY to teach the ground rules; give participants permission to "call blocking" on negative comments; and, separate brainstorming sessions from implementation sessions and to make that CLEAR to all participants prior to the meeting which type of session they are attending.

• I highly advise you have at least two brainstorming session before you even begin to think about looking at any of the ideas critically. I also advise giving all participants the opportunity to add to the ideas AFTER the session for at least 24- or 48- hours;

• Don't believe for a moment that you'll be able to come up with ideas AND decide which to implement in the same session. Some of the best ideas might come to your participants while they're on a lunch (or bathroom!) break, or while they're driving home from work;

• If there's absolutely NO way the powers-that-be will allow you more time for brainstorming versus critical thinking, have a long lunch break before bringing the group back to look at all the ideas and decide which to implement;

It is your responsibility, as the facilitator to stop any blocking immediately. 

If you've already set the ground rules and someone blocks, you immediately (and kindly) say something like. . .

"You've just blocked the last idea. Just for fun, how would you expand on that idea instead?"

Or, "That is a comment for our critical thinking/implementation phase, right now we're just trying to come up with as many ideas as possible."

Or, "When you crossed your arms, rolled your eyes and grunted at Pat's last idea it gave us the impression you didn't like it, is that the impression you wanted to give? Because if it is, that's just as bad as verbally blocking. Remember we are accepting all ideas right now. There are no good or bad ideas at this phase in the game."

The idea isn't to embarrass the "blocker" but to redirect that person so the ideas can continue to flow.

Have you ever blocked during a brainstorming session?

Why?

Have you ever witnessed blocking during a brainstorming session?

How did you (or the facilitator) handle it?