How to Have a Productive Brainstorming Session

Brainstorming sessions are my favorite part of the creative process. Fusing the different ideas of unique individuals to try and solve a problem in an innovative way is invigorating. However, with great creativity comes great power.

Brainstorming sessions can veer from productive to chaotic very quickly.

So how do you as the creative director/account manager/project coordinator/overseer person keep the creative energy flowing without squashing team spirit or allowing hours to go to waste before creating a viable tactic?

Here are somethings I learned during my time serving first as the Account Manager and then as the Creative Director for our student advertising agency.

Crazy can spark creative

You're probably familiar with the moment when one of your creative colleagues shares an incredibly innovative, but sadly unrealistic, idea with remarkable zeal. While your first thought may be something along the lines of this can't be real life, hear the idea out entirely -- don't squash it. More likely than not, there's a way to tweak the idea so it's not as outlandish, but still has originality and buzz-worthy potential.

When received openly, yet analyzed realistically, crazy ideas tend to spark viable, creative initiatives.

Affirm before you redirect

The word "no" can be detrimental to the creative process. It can immediately make the person whose idea is being shot down slightly embarrassed, self-conscious, and ultimately yields an unwillingness in the individual to contribute further for fear of seeming silly. Even if the individual has tough skin, their creativity will most likely be slightly deterred by the subconscious effects of the firm rejection.

One of my go-to phrases when working with a team is:

"Yes! And..."

There are ways to say no without actually saying no.  

Always affirm before providing redirection. Saying something as simple as, "That's such a creative idea! I like the direction here, but the client did say..." or, "That's such an interesting concept, but I wonder if..." or, " Wow, I really appreciate that insight and ingenuity. That could be really interesting if..." instead of just plain, "No, that won't work because..." makes your team feel valued instead of rejected.

By affirming your creatives before you redirect them you keep team morale high and the creativity flowing -- but flowing in a productive direction.

Remind the group of client objectives

When choosing whether or not to solidify a tactic or idea, always refer to the client brief (if available), or notes that you took during your meeting with the client. What I like to do is create a "cheat sheet" of client objectives that I bring to every brainstorming session. It serves as a great sift when filtering ideas.

Remind your team of the objectives often, and don't be afraid to use client expectations as rationale for redirection. Your team wants your client to be happy too, and they'll be grateful for your attentiveness in reminding them what your client wants.