How Not to Lead a Brainstorming Session

Bagels AND donuts?  This meeting can't be that bad, right?

You've booked the local hotel meeting room for the big department brainstorming session.  You've given people the requisite two weeks lead time to come in with ideas.  And you've even made specific suggestions to stimulate their creativity buttons.

The big day arrives.  The platters with bagels, sweet rolls and fruit are out.  So are urns of coffee, bottles of water and pitchers of juice.

OK, we're away from the office.  No calls, emails or drop-ins to distract us.  Time to let loose and simply focus on upcoming campaigns.  We're gonna to let the ideas fly, and have fun, dammit!

How you see yourself.

As leader, you tape the butcher block paper to the wall (or approach the white board) and throw out the first pitch.

"Our new show launches in three months.  You've all read the brief.  We're going after Adults 18-49.  Any ideas?"

Crickets. 

But you persist and write the first one.  "How about... we shoot our host at famous places."  (Side note: That's original, huh?)

Somebody finally joins in.  "Yeah, like the Statue of Liberty.  Or the Hollywood sign."

Others join the fray.  "The Eiffel Tower.... Mount Rushmore.... The Alamo."

You excitedly write them all down, happy that there's so much participation and it's only 9:07am.  You look at your list of landmarks, step back and nod approvingly.  But the page is only half full and you have a whole pad to go.

"OK!" you continue, "What else?"

Crickets.  

How others see you.

Guess what?  Your long day is going to be longer than you can possibly imagine.  Even you start thinking that maybe checking your iPhone every 15 minutes wouldn't be such a terrible idea. 

So, what did you do wrong?  Glad you asked.

Leading a brainstorming session is one-third leadership, one-third creativity, one-third group dynamics and one-third luck.  (Hey, I didn't say it was easy.)  The Promo Code recommends the following guidelines to make your next session a successful one (or at least, less painful):

1. Be aware of your history.  If previous sessions have led to nothing once you return to the office, people remember that.  What's the point of coming up with great ideas if there's never any follow-through?

2. Be focused.  The agenda should be limited to what's realistic.  If the slate is too overwhelming, the result will be diluted.  Give people time to explore concepts.  What's more, you need to create an environment for the exchange of ideas that have (hopefully) been percolating the past few weeks.

3. Be a leader.  This is more involved than just saying, "OK, what else?" and writing down what people say.  Encourage your staff to look at the issue from fresh perspectives.  For example, if you're selling a show, pose questions like, "If this were a car, what kind of car would it be?"

4. Be inclusive.  It's your job to get the quiet ones to talk.  Typically, the same handful will monopolize the floor.  You need to make everybody as comfortable as possible.

5. Be yourself.  If you suddenly start channeling Gandhi, people see right through the act, and you lose credibility.  

Leading is one thing.  

Getting people to follow is another. 

But having them excited and looking forward to the next adventure is the mark of a great creative leader.

Oh, and feel free to bring home any left-over bagels.

-Ed Roth
edrothshow@gmail.com

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