What if…? Let’s talk about how to host a content brainstorming session.

It all starts with “what if?”

If you’ve ever been in a brainstorm meeting in a big boardroom or on virtual meeting where everyone is staring at you, then you know where I’m about to go with this question. It’s the ultimate start to every meeting where you’ve been challenged by your clients, your boss, your team, or even yourself to come up with something new, fresh, and innovative that’s never been done before.

But, like so many of us, in the day to day drumbeat of work, we often set up a brainstorm that goes no where. You run up against a wall, whether that’s having the data and hard facts to sell in the idea to others, rationalizing away what you feel could be an exciting next step, playing the “we already tried it” game, or even just seeing a mountain in making your idea work, let alone nurturing it to be successful or profitable. However, here are some quick tips to set your next brainstorm up for success so you can go from “what if” to “what next”!

Set the scene for a fun, fruitful brainstorm.

Brainstorms are probably the one time in the workday where teams can actually end up having fun together without the need for a corporate event or sponsored activity. But, in order for your brainstorm to be fruitful and not just a complain-fest or off-topic conversation, make sure to set up the scene with the right context before everyone enters the room. You can do this with a fun calendar invite title, a pre-brainstorm email with some thought starters, and more. I’ve even had a client physically give everyone different hats to wear during the brainstorm where one person was in charge of the out of the box ideas, one person came up with the messaging, and so on! There’s no right or wrong way to set the scene, just as long as you provide the context that your group needs actively participate in the brainstorm.

Getting uncomfortable is the best way to begin.

I can’t tell you how many times I’ve sat in a room to brainstorm a new idea or concept with a bunch of colleagues where everyone is SILENT. Talk about awkward! It always seems to take one person to break out of their shell and kick off the conversation, but sometimes that can take upwards of 10 minutes!

Whether you’re participating in a brainstorm, or you’ve been tasked to host one, here is my first tip - GET UNCOMFORTABLE. If you’re leading the brainstorm, that’s on you to kick start the vibe in the room! Once you get past the niceties, just dive on in. Rip the bandaid off!

Start with something that gets people out of their chairs, moving about, closing their laptops, and just getting with you in the moment. Whether it’s a breathing exercise, 10 jumping jacks, a funny video, a round of two truths and a lie, a game of Jeopardy…the more you get people to not think about the task of brainstorming and think about something else that’s fun and out of the box, I promise you’ll begin to get the ideas flowing.

Guide with a starter idea, then add layers and style.

Without a little bit of structure, a brainstorm can feel like one big rabbit hole. Instead of it feeling like you’re sifting through the clothes at Nordstrom Rack on your own, focus on 2-3 topics for 15 minutes each to make the brainstorm experience feel more like you’re browsing with a personal shopper at Nordstrom!

Start with a basic idea — let’s say a little black dress — then brainstorm with others the layers you could add on. Finish the concept with ways that you could style it - the more options the better! This process gives your group a starting point to riff on, and will ultimately lead to you getting the ideas you need to move to the next step. Once you feel like you’ve styled your idea enough, quickly move onto the next one.

Steer away from operationalizing ideas at first.

Whether it’s your client, boss, or coworker, there will inevitably be someone at the table that says, “No, we tried that.” or “That’s not going to work because…”

Often, this type of response can get in the way of continuing the brainstorm or thinking outside the box. But remember this - you can always steer the conversation around the obstacle! Simply acknowledge their push back, clarify what COULD be done, make a note of it, and add it to the list of “caveats” that you can come back to when you narrow down the list of ideas at the end.

Keep the vibe positive and light; don’t let the word “no” set your brainstorm back. Instead, use it to fuel ideas around the things that you COULD do and keep the brainstorm moving along. Can’t use that word or phrase in your piece of content? No problem! Let’s brainstorm some alternatives. That will make that one person feel heard, while encouraging the group to continue thinking outside of the box.

Start with a long list, then narrow down to the ideas that could work.

Once you have your ideas written down on paper, go through the process together of selecting the strongest ones. This is the perfect time for those same people to bring up their concerns, caveats, and more with the ideas. Narrow the list down to 4-5 top ideas, then step away! Come back to them in a few days, where you can then discuss further how to bring these to life. Generating new concepts is an iterative, creative process, so it’s important to give yourself time and space to step away, then come back to them and evaluate.

The Sunny Side Up Takeaway

Hosting a brainstorming session is a crucial start to any project, but it doesn’t have to be hard or complex! This part of the creative process can be extremely fun with the right flow. In order to host an effective brainstorming session, it’s important that YOU are the one to kick-start, guide, encourage, steer, and most importantly, STYLE the conversation!

Hope these quick tips help you during your next meeting — happy brainstorming!