How to Run a Creative Brainstorming Session That Actually Works
A great brainstorming session can unlock fresh ideas, foster collaboration, and drive innovation—but only if it’s done right.
Table of Contents:
Introduction
A great brainstorming session can unlock fresh ideas, foster collaboration, and drive innovation—but only if it’s done right. Too often, brainstorming meetings become unstructured, dominated by the loudest voices, or end with a list of half-baked ideas that never go anywhere.
This article will walk you through a structured approach to running a creative brainstorming session that leads to actionable, high-quality ideas instead of chaotic discussions.
Step 1: Frame the Challenge to Spark Innovation
Before gathering your team, clarify the goal of the session. Are you brainstorming ideas for a marketing campaign, a product launch, or a new business strategy? A well-defined problem statement helps keep the session focused and productive.
- Do: Frame your challenge as a question, such as “How can we make our next product launch unforgettable?”
- Don’t: Leave it too vague, like “Let’s come up with some ideas.”
Step 2: Brainstorm in a Space That Fuels Creativity
Creativity thrives in the right atmosphere. To encourage open thinking, create an environment that is comfortable and free from judgment.
- Choose the right space – A room with whiteboards, sticky notes, and good lighting helps facilitate creativity.
- Limit distractions – Encourage team members to put away phones and laptops (unless they are needed for research).
- Consider unconventional settings – Outdoor spaces or casual lounge areas can inspire fresh perspectives. There are even meeting spaces specifically designed for creative meetings that you can rent by the hour or day. You can find these by looking up meeting spaces or co-working spaces in your area.
Step 3: Unlock New Ideas with Proven Techniques
To generate diverse and original ideas, use structured techniques rather than relying on open discussion alone.
The Rapid Fire Round (5-10 mins)
- Set a timer and have everyone write down as many ideas as possible in complete silence.
- No self-censorship—wild ideas are encouraged.
- Afterwards, have everyone share their ideas and group like ideas together.
- Then have the team vote on ideas or use the impact vs effort technique in Step 5 below to rank the ideas.
The 6-3-5 Method
- 6 people write 3 ideas each in 5 minutes.
- Pass the paper to the next person, who builds on those ideas.
- After several rounds, you’ll have refined and expanded concepts.
- Note: This method still works even if you have more than 6 people. I would not use this technique for more than 8 people. And, groups from 3 to 5 people still work too.
Reverse Thinking
- Instead of asking “How can we make this work?” ask “How can we make this fail?”
- Flip those failure points into innovative solutions.
The Mashup Technique
- Combine unrelated ideas to spark new concepts.
- Example: “What if a coffee shop functioned like a social media app?”
Step 4: Ensure Every Voice is Heard and Valued
Ensure that everyone’s voice is heard and no one dominates the conversation.
- Use a round-robin format where everyone contributes an idea. Don't allow others to speak during idea sharing as no one in a brainstorming wants to feel judged -- that is a true creativity killer.
- Have a designated facilitator to guide the discussion and redirect dominant voices if needed. The facilitator needs to be chosen before the brainstorming session and they need to understand their role. Check out our Facilitator’s Guide: Running a High-Impact Brainstorming Session.
- Consider anonymous idea submissions (via sticky notes or digital platforms) to remove bias.
Step 5: Shape and Sharpen Ideas into Actionable Concepts
After generating ideas, it’s time to filter and refine them into actionable next steps.
Impact vs. Effort Matrix
One of the most effective ways to prioritize ideas is using an Impact vs. Effort Matrix. This method helps teams visualize which ideas are both impactful and easy to execute.
How to Use It:
- Draw a 2x2 grid with Impact on the Y-axis (Low to High) and Effort on the X-axis (Low to High).
- Plot each idea in the matrix according to:
- Quick Wins (High Impact, Low Effort): Prioritize these first as they are easy to implement and yield strong results.
- Major Projects (High Impact, High Effort): Worth investing in but require significant resources.
- Fillers (Low Impact, Low Effort): These can be delegated or used for minor improvements.
- Time Wasters (Low Impact, High Effort): Avoid these, as they require too much effort with little return.
- Focus on Quick Wins and Major Projects while filtering out Time Wasters.
By applying this matrix, your team can objectively prioritize the best ideas without subjective debates.
This technique is one of my favorites because it includes everyone in the brainstorming meeting working together to understand how much effort (time & costs) an idea will take to launch vs the impact that idea has on the business. It also makes ideas real and helps people start to imagine the next steps they need to take after the brainstorming is over.
Step 6: Move from Ideas to Execution with Clear Ownership
A brainstorming session without follow-through is a waste of time. Ensure ideas are documented and assigned.
- Designate owners for top ideas.
- Outline the next steps and deadlines.
- Schedule a follow-up meeting to track progress.
Bonus: Facilitator’s Guide for an Effective Brainstorming Session
If you find yourself wanting to or needing to pull together a brainstorming session, use our downloadable “Facilitator’s Guide: Running a High-Impact Brainstorming Session” This guide gives step-by-step advice on running a brainstorming session that will have positive and actionable outcomes.
Final Thoughts
Brainstorming should be an exciting, high-energy process that leads to real, actionable ideas. By structuring your session with the right techniques, fostering a judgment-free zone, and assigning clear next steps, you can ensure that your creative brainstorming efforts lead to breakthrough innovations rather than wasted time.
Want to Take Your Creative Process to the Next Level?
Download our Facilitator’s Guide: Running a High-Impact Brainstorming Session and try these techniques in your next creative brainstorming session and watch the quality of ideas soar!