In the course of my time teaching and managing people, I have become very interested in how to make conversations more conducive to creativity and innovation. Although there are no general ways to guarantee that a conversation or meeting will lead to new and creative results, I have identified at least nine steps that can turn an ordinary brainstorming meeting into an innovative and interesting one.
- Develop a Non-Standard Context. All too often managers and other employees are accustomed to interacting in very specific and structured ways: some people are used to talking, others to listening, and everyone wants to be recognized for their particular areas of expertise. To truly encourage creativity it is often very useful to introduce a context in which people have very few expectations, such as having a session in an unusual space like a hallway or kitchen, or encouraging people to play devil's advocate to their own ideas. One of my favorite ways to encourage creativity is to open up a meeting by presenting a problem and then asking, "What's the craziest way anyone could solve this problem?"
- Ensure Everyone is Beginning on the Same Page. Knowledge is power, and power can be used to quash discussion. It is important that everyone start from the most even playing field possible. If there are facts that a decision must be based on, it is useful to distribute those to all the participants ahead of time. Further, if a range of solutions is clearly "wrong," that should be known ahead of time too. One can always choose to ignore some of these considerations within the meeting or discussion, but no one should feel that she or he is walking into a "mine field" in which some of their answers will be criticized for being wrong for reasons they could not possibly know ahead of time.
- Remove Boundaries. In normal conversations, especially in a workplace, there are many conventions about how we interact with other people. People in authority generally demand some respect from those beneath them, new people in an organization who are unaccustomed to the conventions and expectations can often sound timid or out-of-touch, and experienced employees can be trapped by preconceptions about what their jobs are and what they are entitled to say. The first step in getting a group to truly foster creativity is to remove many of these boundaries. People in authority should let others take the lead; new employees should be encouraged to talk if only because their ideas have a better chance at being genuinely new, and more experienced employees should be challenged to think outside of their particular job functions or roles.
- Provide Structure. Even if one removes ordinary boundaries in a discussion, it can be very useful to impose novel or extraordinary structures in a discussion. No one can produce productive solutions to specific problems in a vacuum, and forcing people to look at problems in new ways can lead to new approaches and fresh ideas. For instance, ask people to think about the problem as someone else in the room would, or to look to a parallel problem in a very different environment, or ask participants to change sides in the middle of an argument. Creative rules often create creative solutions.
- Accommodate a Wide Variety of Styles of Thought. Some people need silence and preparation to develop genuine creative solutions, while other people need to hear lots of ideas and enjoy jumping into the discussion suddenly and unexpectedly. Some people demand logical precision in their thought, while other people like to think in metaphors. One of the main challenges in fostering creativity in a meeting is developing a way of interacting that allows each person to participate effectively. Often just recognizing the differences in the room can be a cathartic exercise.
- Actively Listen. In my experience, this is the single most important rule in encouraging creativity in a discussion. No one learns anything new in a meeting if they do not spend time listening to other people, and yet very few people are careful listeners. Listening involves not only passively hearing what other people are saying, but more importantly, it involves finding ways to interpret those utterances constructively. For instance, when I ask people to come up with the craziest possible solution to a particular problem, I am often surprised at how even the craziest ideas have a great deal of structure to them, and can be quickly developed into a constructive solution, provided that one pay attention to those details.
- Let Participants Own Their Ideas. The paradigms of creative individuals are artists at work in their studios, producing original books or paintings that express their particular viewpoints on the world. The connection between personal expression and creativity is strong. Hence, it is important to make people feel in control of their own ideas at a meeting, or when they seek to further develop or implement them. When a person feels responsible for his or her own idea's success, that person is more likely to be emotionally engaged with that idea, and there will be an added incentive to bring the idea to completion.
- Empower People to Develop their Ideas. Coming up with new ideas is just the first step when innovation is the goal. Providing the infrastructure for evaluating ideas, for developing them, and monitoring their progress is critical. People often fail to recognize just how much work and time it takes to bring an idea to fruition, but that is where the real work lies. Anyone can come up with a great idea; it takes true genius to bring it to fruition.
- End with Clearly Defined Next Steps. This is basic good business practice, but it is particularly important when a creative discussion ends that there be clearly defined next steps. This is because the particular context that produced these ideas may be difficult to replicate, and when people take up non-standard roles in a discussion, it may take serious thought to redistribute the components of those ideas to the right people in the organization who have the expertise and abilities to bring them to completion. Everyone should leave the room knowing what steps are being taken, that the right people are taking them, and understand the criterion for the success or failure of those steps.
These are just some general ideas on how to structure a brainstorming discussion that is conducive to the creative and innovative development of new ideas. It is worth keeping in mind that this is only one of the contexts in which new ideas develop. In particular, in some stages of the development process a great deal of structure is needed, requiring managers to do what they should do best: distribute complicated tasks among the right people in the organization and at the right times to get them done. At other times, it may be more useful to have a passive way of gathering information, such as a designated bulletin board or wall. Nevertheless, if you find your company or organization is suffering from a lack of new ideas, occasionally implementing some of these steps in a meeting may help.
By @jfhannon, CEO at Justkul Inc., a research firm focused on the needs of strategy and private equity.