Julie Tucker
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Why Brainstorming is Important

Vital in the modern workplace, brainstorming encourages collaboration and generates new ideas.

However, despite its success as a tool for innovation and progress, some business leaders don’t recognise its true value.

Every brainstorming session should be a catalyst for creative thinking, but if they’re always approached in the same way, team members could be forgiven for losing their spark over time. So how should you run a brainstorming session to get the best results and why should it be at the top of your list of priorities?

What is brainstorming?

Brainstorming is essentially a group discussion: everyone is encouraged to speak freely, offering ideas that may not have been considered before.

The technique fosters creative thinking and problem solving, while encouraging a different way of working. It has been used in business since the 1950s, when American ad man Alex F Osborn first discussed the principle and used the word “brainstorming” in his 1953 book, Applied Imagination: Principles and Procedures of Creative Thinking.

Research suggests the best number of participants for a brainstorming session is between four and seven, but you can invite as many people as you wish.

What are the benefits of brainstorming?

Sparking innovation, it enables team members to share their ideas, even if they seem unconventional.

The term “thinking outside the box” was made for brainstorming, as the session should produce unusual, novel and different ideas that might otherwise have been left unsaid.

Enjoying free-flowing discussion, without boundaries, can lead to innovative solutions and great discoveries. It can even create a new approach to solve an old problem.

It could be described as the spark that lights the fire, as the smallest of ideas could grow into something that will have a great impact on a project or the company generally.

An informal meeting with a group of people with diverse perspectives means there will be many different viewpoints, leading to enhanced creativity as the ideas combine to create solutions.

Strengthening teamwork

Brainstorming is also a great team building exercise, as collaboration is actively encouraged. When employees feel like they’re being listened to and their views are important, this leads to increased engagement and motivation.

The team members will start to enjoy a greater feeling of camaraderie and respect for each other when they sit down together to come up with ideas.

Improved communication leads to greater productivity and a sense of shared purpose. Every member will bring their strengths and skills to the table and then combine them to reach a common goal through teamwork and collaboration.

It follows that brainstorming encourages inclusion and diversity in the workplace, as everyone has a platform to voice their thoughts. This will promote an environment of inclusivity and mutual respect. Together, everyone can achieve greater things!

Brainstorming techniques

Never let the concept of brainstorming become stale, as it’s too valuable a tool to waste.

There are various brainstorming techniques aside from the regular one of bringing everyone together in an informal setting and asking them to discuss their ideas.

To shake things up a little, consider a change of scenery by hosting your next brainstorming session in a new environment – you could maybe hire a purpose-built meeting room for an hour, an afternoon or a day. The novelty of a new location, equipped with all the tech that you need, can keep energy levels high and inspire better ideas.

Having a designated place to meet is one of the great benefits of coworking spaces. As well as the general buzz of coworking to boost your creativity, the meeting room will have amenities such as free Wi-Fi, AV equipment, whiteboards, flipcharts and tea and coffee. Everything you need for a successful brainstorming session will be at your fingertips!

Some brainstorming sessions include role play to loosen everyone up and start the ball rolling. For example, put some of your team members in the role of customers and ask them what they would like to see from your business.

You could also ask your team what they need to get them going in a brainstorming session. Some may need to receive the brief well in advance to give them time to foster ideas. Others may prefer the spontaneity of being put on the spot and asked for ideas off the top of their head.

Workspace in London

If you’re fortunate enough to be coworking in London, there are other benefits for your business, as the capital is widely considered to be the global epicentre of communication and finance. Working in an inspirational environment gives added impetus to brainstorming sessions.

Business networking in London is one of the biggest benefits of being in the capital, providing additional inspiration to come up with some new ideas to make the most of the opportunities on your doorstep.


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