Brainstorming is a way of producing in a group the same kind of creative processes that occur in the human brain. A thought or image that resides in one person's brain can be shared and connected with a thought or image in another person's brain. Brainstorming is a highly structured group process that can produce as many as 50 new ideas in 15 minutes. It requires skilled facilitation, and several guidelines must operate or the process breaks down.

Research has proven over and over again that groups that feel free to offer all sorts of ideas regardless of quality consistently generate more good ideas than groups that try to submit only good ideas. While it is important to evaluate new ideas carefully and test them thoroughly before implementing them, it is a grave mistake to begin doing that while brainstorming. Discussing the pros and cons of an idea can make the contributor very uncomfortable. No one wants to be seen as someone who suggests flawed or impractical ideas. It is important that generating ideas and judging ideas be handled as two separate processes. Commentary (pro or con), evaluation or criticism must be deferred until after brainstorming is concluded. Coworkers must enforce this rule or brainstorming will quickly degenerate into a debate that produces few, if any ideas.

The people who gave you feedback may feel that you don't really invite new ideas.

• They may want your help in searching for new ideas.
• They may not be sure that you want to think creatively.
• They may feel discouraged when you criticize their ideas.
• Maybe you don't contribute creative ideas on a regular basis.
• You may not have shown how important creative thinking is to your work.
• You may not value or enjoy creative thinking.
• You may not join in when others are brainstorming.
• You may not know how discussion, debate and brainstorming differ.
• You may react negatively when someone throws out an idea.
• When you hear an unworkable idea, you may focus on its flaws.
• You may not understand how evaluation dampens brainstorming.
• You may not know how to keep criticism out of brainstorming.

• If the comments in your report do not describe in enough detail why you received a relatively low rating, consider asking the people who rated you for more specific examples of your actions.

• Perhaps the people who work around you expect more of you than you realize. Tell them that you value creativity and that you want to help them brainstorm. Ask them how they would like you to improve the way you get involved in creative thinking.

• Identify someone who has a reputation for being creative. If possible, study this person during brainstorming. Consider asking this person to observe you and give you feedback.

• Think about an actual situation in which you resisted brainstorming with the group. Analyze what happened, why, and the consequences. How could the situation have been handled differently?

• Avoid "killer phrases" that give reasons for dismissing new ideas:

- "That's not how it's done here." - "We're too short on resources right now."

- "That's not our standard." - "Has anyone else tried this successfully?"

- "The boss will never buy it." - "We'll form a committee to study it."

• Become smarter at recognizing when creative thinking is needed--whenever something new or a departure from the norm is desired, whether an improvement or a whole new approach.

• Make a habit of asking your coworkers to participate in structured brainstorming sessions whenever you need creative input. Such sessions usually do not take longer than half an hour. Here is a review of pointers for effective brainstorming sessions:

1. Ideas only--no discussion, commentary, evaluating or judging.

2. Freewheel--say any idea that comes into your head.

3. Piggyback--use the ideas you hear to generate other ideas.

• Set the example. Be a person who offers creative ideas frequently. The key is to suspend judgment. Don't evaluate or analyze during brainstorming. You can do that later. Say any idea that comes into your head, regardless of how off-beat it is.

• During brainstorming, make a concentrated attempt to walk away from current thinking. Look at problems in new ways. Question assumptions. Think in terms of possibilities. Think "what if . . . ."

• Consider believing in and doing things based on these positive attitudes:

"Creativity is a basic function of every healthy human brain."

"Brainstorming produces creativity--associations from different minds."

Kelly, Mark, et al. Mastering Team Leadership. Raleigh, NC: Mark Kelly Books, 2001.

Thompson, Charles. What a Great Idea: The Key Steps Creative People Take. New York: HarperPerennial, 1992.

Vance, Mike, and Diane Deacon. Think Out of the Box. Franklin Lakes, NJ: Career Press, 1997.