[IM]PERFECT STORM Why brainstorming doesn’t work when it comes to real – and creative – problem solving What creativity is:
The use of imagination or original ideas to create something
valuable, the ability to create novel and useful ideas to solve problems, invent options and innovate products, services, business models.
Why it matters: Most important leadership qualities over the next five years1
Importance of developing creative ideas within a team at the workplace2
60%
Creativity
52%
Integrity
35
Global thinking
30 28% 26% 26%
Influence Openness Dedication Focus on sustainability
Unimportant
%
Fairness
5% 28% 14%
12% 12%
Humility
56%
Very unimportant
4%
%
How do you think the importance of team creativity will develop in the coming years?3
40
51
%
Very important
It will definitely become more important
%
Important
How people currently address it: Which of the creativity techniques do you know?
How often do you use the Brainstorming technique in a team?5
9
36%
I know in theory how it works
1
%
Already heard, but I don’t know how it works
Face-to-face brainstorming group
The number of ideas generated
90%
Top five reasons why Brainstorming hurts creativity
What are the solutions Creativity techniques that work
1. You cannot develop a good idea while having to listen to others telling theirs (a.k.a. production blocking).
About once a month
About once a week
2. The first person who shares his or her idea ‘contaminates’ all others by pushing them into a way of thinking about the issue (a.k.a. premature contamination).
Text-based methods
Idea marathon SCAMPER 635 method Creativity pad
Several times a week
Ruler
5% Once, but no longer
2% I’ve never used it
1% Daily
3. Brainstorming does not provide stimuli to reframe the problem, switch perspectives, or adopt new mindsets.
Dynamic facilitation Paths to success Idea blueprint
Percentage of «good ideas» as judged by independent experts who did not know whose ideas they were evaluating
Visual café Performative methods
Dilemmagram
Team o’meter
Sweet spot
Perspectives
C-sketching
diagram
Empathy map
Reframing matrix
Duo mind map
Stone in water
Iteration spiral
Picture folder
Idea wall Sketch marks Prototyping Sketching post
20.8% 79.2%
Quality:
4. Because criticism is taboo, people don’t improve ideas through constructive feedback.
Visual methods
of people working independently (solitary brainstorming)
28 74.5
Quantity:
16%
Less than once a month
It will probably become less important
Performance data of brainstorming and solitary groups6 Same number
31%
10%
I know this technique and have already applied it
It will It will probably remain become the same more important
Why this is a problem:
Brainstorming4 %
2%
5. Shy participants or introverts may not speak up and thus not share their ideas.
To find out more about creative techniques and how you can use them for buisness problems solving please visit creability.ch References:
Body storming
Innovation walks
1
- IBM Global CEO Survey, 2011
- mcm institute University of St. Gallen, 2013, n=130 international managers 2, 3, 4, 5
6
- Diehl & Stroebe, 1987
Content: Martin J. Eppler
Writer’s room
Design: Lily Alieva © 2014