There are two leading problems with the average brainstorming session, as researchers at the Kellogg School of Management explain :
- In a typical six- or eight-person group, three people do 70 percent of the talking.
- Early ideas tend to have disproportionate influence over the rest of the conversation.
One of the researchers (as well as author of Creative Conspiracy: The New Rules of Breakthrough Collaboration), Professor Leigh Thompson, remarks that the dominant people don’t realize that they’re doing most of the talking. “In fact,” she says, “they vehemently argue that meetings are egalitarian.”
The solution to these lop-sided meetings is brainwriting, instead of brainstorming. Thompson describes brainwriting as “the simultaneous written generation of ideas.” She breaks it down the process as such:
Step 1: Write just one sentence each. For the first five or 10 minutes of your next idea-generation meeting, every team member writes down one good idea or one proposed solution on, say, each of a small stack of index cards.
Step 2: Consider the idea, not the source. When the timer goes off, all cards are submitted anonymously and taped or thumbtacked to a wall for the whole team’s consideration.
Step 3: Put it to a blind vote. Team members signal their interest in an idea by marking it with a sticker or a Post-it note. Everyone gets a limited number of stickers and, if done right, the best ideas emerge quickly.