brainstorming is bad. let's replace it
Post on 21-Oct-2014
310 views
DESCRIPTION
Why is brainstorming such an engrained part of agency life? And why haven't we modernized a 60+ year old idea?TRANSCRIPT
![Page 1: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/1.jpg)
May 2014
BRAINSTORMING IS BAD FOR BUSINESSA deck by Kristin Mommers
![Page 2: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/2.jpg)
•Agree that brainstorming is bad •Understand the weaknesses of brainstorming •Identify potential alternatives •Work toward a better “brainstorm”
BY THE END OF THIS PRESENTATION, WE WILL:
![Page 3: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/3.jpg)
“Evidence from science suggests that business people must be insane to use brainstorming groups” !
- Adrian Furnham, organizational psychologist
![Page 4: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/4.jpg)
The only people enthusiastic about joining a “brainstorm meeting” are the interns. !
Typically, everyone else comes prepared with blank stares and better things to do.
Section Descriptor A4
![Page 5: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/5.jpg)
Why do agencies love brainstorming?
![Page 6: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/6.jpg)
Why do agencies love brainstorming?
Because it generates ideas… !
![Page 7: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/7.jpg)
Why do agencies love brainstorming?
Because it generates ideas… !
Because it’s part of our history…
![Page 8: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/8.jpg)
The birthplace of brainstorming was an agency.
![Page 9: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/9.jpg)
Well, an ad man. Alex Osborne, the O in BBDO, coined the concept in the 1950’s to solve a problem vexing his creative teams. They were smart enough, generally creative, but they, like all of us, were not immune to criticism in group work. !
Thus, brainstorming was born.
![Page 10: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/10.jpg)
1. Don’t criticize.
2. Freewheel - encourage all ideas.
3. Go for quantity. More is better.
4. Build on others’ ideas.
BRAINSTORMING CAME WITH RULESOsborne gave us four principles for creating a nonjudgmental atmosphere.
![Page 11: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/11.jpg)
So how did Osborne know he had solved his problem?
![Page 12: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/12.jpg)
“The quantitative results of group brainstorming are beyond question.” !
![Page 13: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/13.jpg)
“The quantitative results of group brainstorming are beyond question.” !
“One group produced 45 suggestions for a home-appliance promotion, 56 ideas for a money-raising campaign, 124 ideas on how to sell more blankets.”
![Page 14: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/14.jpg)
“The quantitative results of group brainstorming are beyond question.” !
“One group produced 45 suggestions for a home-appliance promotion, 56 ideas for a money-raising campaign, 124 ideas on how to sell more blankets.” !
Quantity. He knew people were coming up with ideas.
![Page 15: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/15.jpg)
There’s just one small problem…
![Page 16: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/16.jpg)
BRAINSTORMING DOESN'T ACTUALLY WORK
![Page 17: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/17.jpg)
•People working independently come up with more, and better, ideas. •Performance drops as the group size increases. •There’s one exception - online brainstorming groups work well.
We’ve since learned:
Research has disputed the value of brainstorming since 1963.
![Page 18: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/18.jpg)
Online brainstorming works really, really well.
Look at Wikipedia. !
When managed, the group’s performance actually improves as more people contribute. !
Why? It could be the screens blocking us from peer review.
![Page 19: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/19.jpg)
Still a brainstorming-believer? !
It’s ok. Research also proves brainstorm-participants believe that their group performed far better than it actually did.
![Page 20: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/20.jpg)
Why do the rest of brainstorms fail?
![Page 21: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/21.jpg)
1. Social loafing: someone tends to sit back and let others do the work
PSYCHOLOGISTS OFFER 3 EXPLANATIONS
![Page 22: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/22.jpg)
1. Social loafing: someone tends to sit back and let others do the work
2. Production blocking: only one person can talk at once
PSYCHOLOGISTS OFFER 3 EXPLANATIONS
![Page 23: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/23.jpg)
1. Social loafing: someone tends to sit back and let others do the work
2. Production blocking: only one person can talk at once
3. Evaluation apprehension: fear of looking stupid in front of peers
PSYCHOLOGISTS OFFER 3 EXPLANATIONS
![Page 24: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/24.jpg)
Another point to consider:
Just because you tell people not to judge others’ ideas doesn’t mean they won’t feel judged by others. It’s human nature.
![Page 25: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/25.jpg)
So, how can we truly combat these 3 failures of brainstorming?
![Page 26: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/26.jpg)
Let’s not brainstorm about brainstorming. !
Let’s not brainstorm at all.
![Page 27: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/27.jpg)
The following 5 ideas are thought starters for the new agency “brainstorm”
![Page 28: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/28.jpg)
1. Social loafing
2. Production blocking
3. Evaluation apprehension
Keep these challenges in mind:
The following 5 ideas are thought starters for the new agency “brainstorm”
![Page 29: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/29.jpg)
Like a creative brief, but with room to fill things in.
What’s the background? Objectives? Timing? Budget?
!
Things to leave blank:
Examples from other brands, ideas that meet X objective, ideas that meet Y objective, ideas we as an agency would be excited about
1. WORKSHEETS
Thought starter
![Page 30: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/30.jpg)
Brief in the larger group, then split everyone into pairs.
!
Request ideas by EOD, not EOmeeting.
2. DYADS
Thought starter
![Page 31: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/31.jpg)
Can we create an anonymous Google Doc?
!
Are there resources already available to accommodate this?
3. ONLINE PORTALS
Thought starter
![Page 32: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/32.jpg)
Post our “brainstorm” topics in the agency kitchen.
!
Let people contribute at their own pace. Incentivize participation by rewarding the winning idea. Starbucks giftcards?
4. BULLETIN BOARDS
Thought starter
![Page 33: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/33.jpg)
Can we pass out blank notecards for people to fill in ideas before the meeting, then shuffle them and discuss as a group?
!
Make contributions anonymous, and encourage discussion.
5. NOTECARDS AND VOTING
Thought starter
![Page 34: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/34.jpg)
It should help with the evaluation-apprehension if we all look ridiculous.
6. BEER AND COSTUMES
Thought starter
![Page 35: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/35.jpg)
These aren’t perfect solutions. But brainstorming needs to be laid to rest.
Section Descriptor
![Page 36: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/36.jpg)
Let’s work together to find an improvement.
Have an idea? Get at me @kmommers
![Page 37: Brainstorming is bad. Let's replace it](https://reader033.vdocuments.us/reader033/viewer/2022042601/54469e3bafaf9f55178b46dc/html5/thumbnails/37.jpg)
THANK YOU